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A cat and mouse trademark game

Stuart Whitwell explains why Cartier is waging war against the internet in its latest trademark infringement battle

22 October 2014

A premium brand such
as Cartier has been carefully cultivated
to maintain an air of prestige
and exclusivity. It is hardly surprising that when the luxury goods maker faced trademark infringement, and the threat of counterfeit products effectively damaging their brand value and reputation, they decided to fight back.

In a unique move, Cartier International have launched a legal campaign in the High Court, demanding an injunction against internet service providers (ISPs) to block websites that were illegally using their trademarked logo for selling counterfeit products. There is no doubt these trademarks should be provided with protection online, however, should the responsibility lie with the ISPs, the individual websites or should brands be targeting the individual sellers?

Making precedent

This injunction request is the firs...

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