Research and analysis

The impact of lookalikes

The issue of lookalikes is one that has been on the policy and business agenda for at least two decades.


The impact of lookalikes


Well-known brands, and brand-owners’ groups, have long advocated specific and adequate protection against lookalikes under United Kingdom law, particularly in the context of possible business-to-business harm.

More recently, the issue has also become more prominent on the agenda of the European Union both in the context of so-called ‘free-riding’ in relation to trade mark law, and with respect to possible unfair commercial practices.

Authors: Phillip Johnson, Johanna Gibson and Jonathan Freeman.