Iceland (the country) is trying to get Iceland (the store) to relinquish their trademark on Iceland (the word) within the European Union. Promote Iceland, a cooperation between the Ministry of Foreign Affairs and Business Iceland, are all taking part in this effort with the help of Icelandic trademark attorney. The use of “Iceland” as the name of a retail chain has caused confusion in the past, but the use of the country’s name in this way has sparked criticism going back many years. Left-Green MP Steingrímur J. Sigfússon brought up the issue in parliament eleven years ago, for example, questioning the use of a country’s name as a trademarked name for a private company. How Iceland (the store) intends to respond to Iceland (the country) remains to be seen.