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Juan G. Moure

Work +5716017700

Work Department



Partner. Trademarks, Unfair Competition, Antitrust, Advertising, Consumer Protection Law, Copyrights, Civil and Administrative Litigation.


Juan G. Worked in the public sector at the Banking Superintendence and the Superintendence for Industry and Trade. In the latter, he directed the Delegature for the Promotion of Competition, charged with enforcing antitrust norms and the clearance of mergers. He was also the Deputy Superintendent for Industrial Property and as such administered the Colombian Industrial Property System for more than 4 years. He participated in the government negotiations that led to the issuance of Andean Community Decision 486 (the current IP law in Colombia) and its local implementation in Colombia. Additionally, he participated as a negotiator in the FTAA talks and as a consultant for the Colombian government in its negotiations before the WTO and WIPO in industrial property issues. He also participated in the legal defense on behalf of the government in important IP cases before the Andean Court of Justice and the Colombian Council of State. He is a professor and speaker on issues of IP and Competition Law.


Spanish, English and French.


He is a member of INTA, ASIPI and ACPI, and is currently a member of the Board of Directors of the latter.


Juan G. received his J.D. from the Pontificia Universidad Javeriana (Bogota, Colombia) in 1993. Subsequently he obtained specialization titles in Colombian Commercial Law from the Universidad de Los Andes (Bogota, Colombia) in 1994, and French Commercial Law from l’Université de Paris, Pantheón-Assas, Paris II (Paris, France) in 1995.


Competition and antitrust

Within: Competition and antitrust

Boutique OlarteMoure has been growing its competition practice, particularly on the litigation side by working on unfair competition cases involving large claims. The firm is representing Terpel against a $10m claim in damages brought by Lucol, which alleges Terpel engaged in unfair competition to purposefully exclude it from the market. Other highlights include representing PC Smart against Hewlett-Packard. In terms of merger control, the team has been advising several companies pertaining to Grupo Nutresa. Founding partners Juan Guillermo Moure and Carlos Olarte are the key names of the practice, which counts Grupo Familia, Microsoft and Aspen among its other clients.

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Intellectual property

Within: Intellectual property

Specialist boutique OlarteMoureis a benchmark in the area of industrial property, particularly in patents’ and drafted over 150 patent applications for local clients covering over 20 technology sectors during the course of 2017. The practice also covers trade mark, copyright, regulatory matters and litigation. Carlos Olarte and Juan Guillermo Moure head the practice and both are recommended as having ‘a global vision, strategic analysis, efficiency, order and response capacity’. They are also ‘creative when it comes to proposing new products and services to the IP community’. The practice has won recognition for having dual background professionals (law and science), both at the partner and associate level, and is responsible for prosecuting large patent portfolios across Latin America for clients such as Novartis, Merck, Pfizer, GlaxoSmithKline and Bristol-Myers Squibb. The firm is representing Industria de Alimentos Zenú (by instruction from Reed Smith LLP) in US litigation against LatinFood Corp, which registered and is selling products branded in the US with the clients’ well-known trade mark ZENÚ.

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