Like a… Rolls Royce

grand_maestro_italianoSometimes, work is everywhere. In a spare moment of me and my newspaper, I encountered a possible trademark infringement. Just on the couch.

And an infringement that seems persistent: in an advertisement of a local coffee website some Italian coffee is promoted as “the Rolls Royce of the coffee.” For the advertiser quite practical as the reader knows immediately what he buys: premium coffee.

But in our opinion, this is might be an example of free riding on the reputation of Rolls Royce, which is not allowed. What is allowed, under strict conditions, is the use of the trademark of a competitor in an objective comparison, but this is in case of similar products. We could see some matches between coffee and cars but this is not enough for allowing this kind of trademark use.

Arnaud Bos

“Trademark protection gives freedom to do business.”

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