United Kingdom: Trade mark application for Should’ve

Managing IP is part of Legal Benchmarking Limited, 1-2 Paris Gardens, London, SE1 8ND

Copyright © Legal Benchmarking Limited and its affiliated companies 2025

Accessibility | Terms of Use | Privacy Policy | Modern Slavery Statement

United Kingdom: Trade mark application for Should’ve

The well-known optical retail chain Specsavers have been hitting the headlines in the UK again. This time it is not for their successful court battles with British supermarket retailer and Wal-Mart subsidiary, Asda, which set an important precedent for the protection of colour trade marks, but for filing an application with the UK Intellectual Property Office (UKIPO) to have Should've and Shouldve registered as trade marks in classes 9, 10, 16, 35, and 44.

Specsavers applied to the UKIPO on July 18 2016 to register the two single words as a series of trade marks. This stems from the strapline of "should've gone to Specsavers" which Specsavers has been using since 2003 and has registered as an EU trade mark since 2007.

The UKIPO have accepted and published the application, which means that third parties had until October 12 to oppose the application. Indeed, six separate parties filed notices of threatened oppositions against the application within four days of the application being published, which would indicate that opposition proceedings against this application are likely.

Unsurprisingly, the UKIPO's acceptance of this application has met with severe criticism, as this could ultimately provide a monopoly in the single, commonly-used words, and prevent other companies from using the words as registered. Further criticism has been fired at the UKIPO for the broad scope of the five classes of goods and services for which registration was sought, seemingly beyond the remit of optical services, for example printed matter (class 16), which could provide considerable clout over printed retail services. The UKIPO has previously accepted single, commonly used words for registration but for far narrower specifications, such as Probably for classes 32 (lager; beer), 33 (alcoholic beverages) and 43 (services for providing food and drink), Always and Never, also to a narrow list of classes.

Beyond these concerns, Specsavers' decision to register Should've and Shouldve is relevant business strategy in light of the significant use and reliance of marketing on social media. Hashtags are commonly used to catalogue content, note trends and generate conversation and topics of discussion in broad sectors of the markets. For example, the hash tag #should've recently accompanied the full Specsavers catchphrase. Clearly any resulting registration for Should've and Shouldve will help Specsavers to control use of these marks in the full spectrum of social media.

Undoubtedly, many people will be monitoring Specsavers' application, with an increase in similar trade mark applications for single words likely should it be successful.

Chapman

Helga Chapman


Chapman + Co18 Staple GardensWinchester SO23 8SRUnited KingdomTel: +44 1962 600 500  info@chapmanip.com  www.chapmanip.com

more from across site and SHARED ros bottom lb

More from across our site

Attorneys explain why there are early signs that the US Supreme Court could rule in favour of ISP Cox in a copyright dispute
A swathe of UPC-related hires suggests firms are taking the forum seriously, as questions over the transitional stage begin
A win for Nintendo in China and King & Spalding hiring a prominent patent litigator were also among the top talking points
Rebecca Newman at Addleshaw Goddard, who live-reported on the seminal dispute, unpicks the trials and tribulations of the case and considers its impact
Attorneys predict how Lululemon’s trade dress and design patent suit against Costco could play out
Lawyers at Linklaters analyse some of the key UPC trends so far, and look ahead to life beyond the transition period
David Rodrigues, who previously worked at an IP boutique, said he may become more involved in transactional work at his new firm
Indian smartphone maker Lava must pay $2.3 million as a security deposit for past sales, as its dispute with Dolby over audio coding SEPs plays out
Powell Gilbert’s opening in Düsseldorf, complete with a new partner hire, continues this summer’s trend of UPC-related lateral movement
IP leaders at Brandsmiths and Bird & Bird, who were on opposing sides at the UK Supreme Court in Iconix v Dream Pairs, unpick the landmark case and its ramifications
Gift this article