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ARTICLE · 25 JULY 2022

Joining The Celebrations: What Brands Can And Can't Do

Gowling WLG
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Whenever there is a national or international cultural or sporting event, brands take centre stage in wanting to reflect the public interest and join the celebrations.

United KingdomIntellectual Property
Kate Swaine
Kate Swaine
Felicity Wade-Palmer
Felicity Wade-Palmer
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Whenever there is a national or international cultural or sporting event, brands take centre stage in wanting to reflect the public interest and join the celebrations. However, to do so, brands need to consider how they can celebrate without giving rise to liability or falling foul of advertising regulations.

In this insight, we give a brief overview of the legal landscape and some advice/signposts to assist brands looking to celebrate events, whether it be sporting, historic or cultural, in their own communications.

What brands should be aware of?

Trademarks

Registered trademarks give an exclusive right to prevent third parties using:

  1. a mark that is identical with the trademark in relation to identical goods and services; and

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The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

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