Pre-recorded from INTA's 2024 Annual Meeting

Presented by the Brands for a Better Society Committee 

Consumer demand for environmentally friendly products and services is increasing exponentially and companies are making efforts to publicize their green credentials. Conversely, regulators, lawmakers, trademark registries, consumer watchdogs, and competitors are becoming more vigilant in relation to the accuracy of such claims. The challenge for green brand owners is to raise awareness of their brands while avoiding making any misleading statements that overstate the related environmental benefits.

In light of recent legislation and future laws that are being debated, this session will focus on the adoption and use of green brands. In particular, the session will examine the hurdles brands may encounter and how best to avoid them when selecting and protecting trademarks that carry an environmental message. The session will have a cross-border lens, reviewing the commonalities and differences between civil and common law jurisdictions.

Moderator: Adjoa Anim, Trade Mark Director, HGF (UK)

Speakers:

Paolo Lazzarino, Partner, ADVANT Nctm (Italy)
Ulla Loreth, Teamhead Brand Protection, Puma SE (Germany)
Emily Lyons, Partner, Husch Blackwell (USA)
Oliver Morris, Divisional Director of Trade Mark and Design Examination, Legal and Practice, UK Intellectual Property Office (UK)
Paul Ramara, Partner, Spoor & Fisher (South Africa)