With lookalike and dupe products gaining traction across digital platforms and jurisdictions, the pressure on brand owners to protect their brand equity is increasing. In a timely piece published by World Trademark Review, Julia Dickenson, Kathy Harford and Marie de Combles de Nayves share their insights on how legal frameworks across the EU are evolving and can be used to meet this challenge.
“Dupes present a particular challenge in a social media–driven environment,” they write, “where the link between the original product and the dupe may not be explicitly made by the manufacturer, but by influencers.”
Addressing France’s parasitism doctrine to Germany’s ‘freedom to copy’ and the EU’s 2025 design law reforms, the authors offer practical, cross-border strategies for brand protection teams navigating this fast-moving space.
Read the full article on World Trademark Review:
Lookalikes and dupes: strategies for success across borders - WTR
