Look-a-like packaging

Look-a-like items are items that look like a well known brand. The product may have very similar packaging; same size, same type and shape of container and very similar graphics and or a similar brand name as that of a brand leader and therefore may benefit from another product's reputation.

The role played by packaging in communicating brands values is receiving considerable attention in the context of brand look-a-likes. The increasing number of retail products which take on the visual appearance of the brand leaders is causing great concern for the manufacturers of branded products.

The government supports investment in distinctive branding for products and recognises the value that such brands have in helping consumers to quickly identify quality products and make informed choices in a busy market. We, therefore, support reasonable measures which prevent parties taking unfair advantage of the investment made in developing distinctive branding with a reputation amongst the public.

This is why the UK government exercised an option under European Law and in 1994 introduced provisions in the Trade Marks Act which prohibit the use of branding which, without due cause, takes unfair advantage of the distinctive character and reputation of well known registered trade marks.