Food should ideally be natural, organic and healthy, and the word ‘green’ is often appropriate when referring to such qualities. But can a trademark for healthy food that contains the word ‘green’ be registered?
Certification marks, a concept introduced in the European Union on 1 October 2017, are intended in and of themselves, as a way to indicate the quality guarantee of a product. Attempting to do this – communicate the quality guarantee for a product – by using an individual trade mark instead, is a risky undertaking.
A symbol of a company’s green credentials can attract customers. Under what circumstances could such terms be used in advertising? And can they be protected as a trademark?
Every company wants to present itself as sustainable and environmentally friendly. Brands that suggest this, or that can validly make this claim, benefit from greater popularity. Brands that score highly in terms of sustainability often achieve more sales. Yet why do these projects so often fail? And why do they fall short of providing the necessary value, given the money that has been invested in them? That’s what a well-known shirt manufacturer has recently had to find out.