Insights

Discover answers to frequently asked questions about intellectual property in the fast-moving consumer goods (FMCG) sector, from how to manage new product development to building your FMCG branding strategy.

In sectors defined by rapid cycles and shifting consumer expectations, such as fast-moving consumer goods (FMCG), IP is not just about protection, it’s about acceleration. The ability to secure, align, and commercialise IP at pace is central to how companies bring new products and services to market, and how they grow. 

The General Court of the EU has confirmed the partial revocation of the Airbnb trademark for ‘advertising services’ (class 35), finding that a business promoting its own offerings does not constitute an ‘advertising service’ aimed at third parties – a key legal lesson for branding strategies.

The EUIPO has refused the attempt by the Piaggio Group, manufacturer of the iconic Vespa, to register a three-dimensional trademark representing the shape of a scooter. The failure of the 3D trademark registration illustrates once again the difficulty of protecting non-traditional trademarks.

Following a recent decision by the Swiss Federal Administrative Court confirming that an artificial intelligence (AI) system cannot be the inventor of a patent, Robert Balsters explores the legal and practical realities of AI-assisted inventions and the future of AI patent inventorship.

What are geographical indications (GIs) and why do they matter? Inspired by his summer barbecue, Matteo Mariano explores some of the GIs that protect food and drinks.

After its patent rights expired, the owners of the iconic Rubik’s Cube attempted to use trademark registrations to extend its protection. After decades of disputes, its black and white trademark and now its colour trademark have been found invalid, as Volha Parfenchyk explains.

How distinct are the retail services of shops that offer only one brand's products (such as flagship stores) from those that sell products from multiple brands (such as department stores)? This was the question at the heart of the recent Rituals trademark class decision at the CJEU, as Sven Valstar explains.

The recent SKE v BB Crystal Bar trademark dispute in the UK emphasises the importance of robust and relevant evidence when seeking to establish goodwill, as Farhan Kazi explains.