Home > Reading Room > UK aims to stop copycat packaging

UK aims to stop copycat packaging

Written by Michael Coyle on 26 April 2014

« Return to Reading Room

CPUT implemented the Unfair Commercial Practices Directive (2005/29/EC) in the UK and prohibits (among other things) misleading commercial practices that can cause an average consumer to take a different transactional decision.

“Copycat packaging” refers to the practice of designing the packaging of a product (or its “trade dress” or “get up”) to give it the general “look and feel” of a competing well-known brand (typically the market leader).

Copycat packaging is distinct from counterfeiting as normally it does not involve copying trade marks.

The risk posed by copycat packaging is consumer confusion, and, consequently, the distortion of their commercial behaviour.
Consumer deception takes a number of forms and each is explained in more detail below:
a)
Outright confusion: the consumer buys the copycat product mistaking it for the brand;
b)
Deception over origin: the consumer recognises the copycat product is different but believes, due to the similar packaging, that it is made by the same manufacturer; and
c)
Deception over equivalence or quality: again, the consumer recognises the copycat is different but believes, due to the similar packaging, that the quality is the same or closer to what they would have assumed if the packaging were different.

Good fun for the lawyers!

If you'd like to know more about this article please send an email to Michael Coyle quoting the article title and any questions you might have, alternatively call the office number on 02380 235 979 or send an enquiry through our contact form.

Want to speak
to someone?

Complete the form below and we’ll call you back free of charge.

Visual Captcha