…as survey blasts copycats

More than 30 per cent of companies fear the impact of lookalike products. Many believe the threat is as great now as it was before trademark legislation, designed to protect brand owners, was introduced two years ago and the launch of an industry code from the Institute of Grocery Distribution last year.

A survey of more than 100 marketing and brand directors shows that over 30 per cent have direct experience of a brand copycat.

The survey, exclusive to Marketing Week, claims at least 25 per cent of companies take no action to protect their products and designs.

The survey comes as supermarket chain Asda faces renewed allegations of copycatting. On Monday, a High Court date was set to decide if its Puffin chocolate biscuits should be banned for allegedly passing off as United Biscuits’ Penguin brand.

International Distillers & Vintners (IDV) is also threatening legal action against Asda.

The survey, by law firm Eversheds, has sparked calls for tighter legislation than that provided by the 1994 Trades Mark Act.

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