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National pride meets brand risk as Icelandic ministers back EU trademark ruling

By Inbar Preiss ( July 24, 2025, 11:28 GMT | Comment) -- Iceland’s government has hailed an EU court ruling canceling the “Iceland” trademarks held by a UK supermarket, calling it key to protecting national identity. The court said country names must stay available for all traders. IP experts on the other hand warn the decision could threaten thousands of existing trademarks that use geographic terms.Iceland’s government is celebrating a win in its nearly decade-long effort to invalidate the “Iceland” trademarks held by a British supermarket chain of the same name. But intellectual property advocates say the ruling could have far-reaching consequences for brand owners using country names....

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