ECJ ruling in ‘smell alike’ case is victory for brand owners
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Responding to questions referred by the UK courts, the European Court of Justice (ECJ) yesterday gave its judgment in the controversial ‘smell alike’ comparative advertising case. The case was brought by L’Oreal, Garnier and Lancôme – companies that form part of the L’Oreal Group - and considers the issue of trade mark infringement and, in particular, what constitutes “unfair advantage” in the context of comparative advertising. L’Oreal Group brought trade mark infringement proceedings after Bellure and associated companies marketed their products in the UK by issuing retailers with comparison lists. The lists encouraged retailers to buy Bellure perfumes by comparing them to L’Oreal’s well known Trésor, Miracle, Noa Noa and Anais Anais perfumes, which possess a similar smell. Bellure also used similar packaging to that used and registered by L’Oreal in order to market its perfumes. |
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