Gemma Trencher

The news headlines are becoming ever more populated with stories of big brands trying and failing in some instances to register a trade mark for their product. Lindt infamously failed to register their signature gold foiled chocolate bunny in Germany, similarly Rubiks lost its bid to register the EU trademark for the puzzle. The latest addition to this string of companies was Nestlé who attempted and failed to register the KitKat design. Nestlé’s application for trade mark registration failed on the ground that the four finger chocolate bar design was not distinctive enough. This raises the question in the world of intellectual property law as to just what will surpass the trade mark test, and indeed what this test consists of within the UK.

There are several different forms of intellectual property rights available in the United Kingdom, each with its own formality, level of protection, and duration period. It is crucial that any individual who creates a product, or who believes that they would benefit through protecting their intellectual property ensures that they follow the correct procedure… Many individuals will incorrectly assert a claim for copyright infringement. However, copyright infringement is a niche protection right and is only afforded to ‘artistic output’. No formality is required to register this right in the United Kingdom, which is different than U.S. practice.