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European intellectual property law reforms that came into force yesterday will create wide opportunities for the registration of “non-traditional” trademarks, lawyers have predicted.
A new EU certification mark is available as a result of the reform, while the requirement for trademarks to be represented graphically has been abolished.
The certification mark is likely to create “exciting new opportunities for applicants”, according to Stephen Hodsdon, a trademark attorney partner at Mewburn Ellis, a London intellectual property firm.
Hodson said that the new regime’s function “is to guarantee that the goods or services that have been certified contain specific characteristics and to distinguish them from goods or services that have not been so certified.
“These marks have long been available in many individual countries, but never before at the EU level. This opens up new opportunities for certification bodies to achieve pan-European recognition that was previously only available for specific goods under schemes for designations of origin.”