Soft Focus


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As the law continues to develop across jurisdictions, we bring together current developments and practical analysis to help you track key changes in trade marks, designs and copyright, and understand their implications for rights holders, brand owners, creators and businesses operating internationally. In this issue, we examine significant trade mark decisions on distinctiveness, likelihood of confusion, reputation and exhaustion, including rulings concerning luxury upcycling, branded product bundles, coexistence agreements and online targeting. We also consider the extensive revision of China’s trade mark law, Saudi Arabia’s accession to the Madrid Protocol, and developments affecting trade mark enforcement and remedies across Europe and the UK. We report on the modernised EU design framework, including new protection for digital and animated designs, strengthened enforcement rights and revised filing procedures. The copyright section covers key developments concerning online platforms, geo-blocking, AI-generated content and AI training, as well as decisions on television formats, photographs, software, digital marketplaces and large-scale online infringement. This edition also highlights important legislative reforms in China and Saudi Arabia and developments affecting geographical indications and international design classification. Read on for highlights of the developments and the practical issues they raise for those managing, protecting and enforcing intellectual property rights. If you would like to subscribe to Soft Focus and receive future editions directly, please click the ‘Subscribe’ link at the foot of this page. With thanks to the following key contacts who contributed to this edition in addition to those featured below: Huw Cookson Lisa Highet Chloe Gastrell Tiffany Chu Lassi Lepistö Roosa Teittinen Alexis Perchec Nicola Lattanzi Francesca Arangino Bas Peper Sophie Wiegant Mariana Goncalves Paulo Neves Francsico Lopez Blanco Andrew Garbett Dan Jackson Teniola Alao Kate Kirk-Murphy Eversheds Sutherland takes all reasonable care to ensure that the materials, information and documents, including but not limited to articles, newsletters, reports and blogs (""Materials"") on the Eversheds Sutherland website are accurate and complete. However, the Materials are provided for general information purposes only, not for the purpose of providing legal advice, and do not necessarily reflect the present law or regulations. The Materials should not be construed as legal advice on any matter. The Materials may not reflect the most current legal developments. The content and interpretation of the Materials and the law addressed in the Materials are subject to revision. No representation or warranty, express or implied, is made as to the accuracy or completeness of the Materials and therefore the Materials should not be relied upon. Eversheds Sutherland disclaims all liability in respect of actions taken or not taken based on any or all of the contents of the Materials to the fullest extent permitted by law. The Materials are not intended to be comprehensive or to include advice on which you may rely. You should always consult a suitably qualified Lawyer/Attorney on any specific legal matter. Any views expressed through the Materials are the views of the individual author and may not reflect the views of Eversheds Sutherland or any other individual Lawyer/Attorney. Palvelut Immateriaalioikeudet Riidanratkaisu Tietosuoja, tietoturva ja teknologia Toimialat Kuluttajapalvelut Rahoitus Teknologia, media ja telekommunikaatio Yhteyshenkilöt David Wilkinson Partner United Kingdom Ruth Hoy Partner United Kingdom Cedric Lam Partner Hong Kong SAR, Asia Petteri Häkkänen Partner Helsinki, Suomi Laura Fannin Partner Dublin, Irlanti Beatrice Bigonzi Partner Milano, Italy Giuseppe Rizzo Partner Rooma, Italy Thera Adam van Straaten Partner Rotterdam, Netherlands Caroline Lyannaz Partner Pariisi, France Margarida Roda Santos Partner Lissabon, Portugali Kiko Carrión Partner Madrid, Spain Marta González Díaz Partner Madrid, Spain Uusimmat Artikkelit legal updates Human judgement remains critical as tech transforms M&A: key takeaways from Eversheds Sutherland’s 2026 Global M&A Conference legal updates Global payment matters - October 2026 guides and reports EU: Empowering Consumers for the Green Transition Directive legal updates Navigating energy storage globally Uusimmat Uutiset toimistomme uutiset Eversheds Sutherland (International) announces senior leadership appointments toimistomme uutiset Eversheds Sutherland deepens fintech and regulatory bench with double partner hire toimistomme uutiset Eversheds Sutherland expands global disputes platform asiakasuutiset Eversheds Sutherland advises on the acquisition of The Lake Como EDITION Uusimmat Tapahtumat ja koulutukset hybriditapahtuma Europe Action Week 2026 etätapahtuma \| November 03, 2026 French employment law training etätapahtuma \| November 10, 2026 Dutch employment law training etätapahtuma \| November 11, 2026 Strategic absence management Tabs Label legal updates 27. lokakuuta 2026 Human judgement remains critical as tech transforms M&A: key takeaways from... legal updates 26. lokakuuta 2026 Global payment matters - October 2026 guides and reports 23. lokakuuta 2026 EU: Empowering Consumers for the Green Transition Directive legal updates 21. lokakuuta 2026 Navigating energy storage globally Lailliset huomautukset Käyttöehdot Tietosuojaseloste Evästekäytäntö Etämyynti Whistleblowing LinkedIn YouTube Sosiaalinen media Ota yhteyttä Kirjaudu asiakkaana Kirjaudu työntekijänä Tilaa Yritys Yritys Tavoitteet ja arvot Vastuullisuus Alumni Julkaisut Asiakastyökalut Tapahtumat ja koulutukset Puheenaiheet Urapolku Sivustokartta Toimistot © Eversheds Sutherland 2026. 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Welcome to the September 2026 edition of Soft Focus, our international quarterly newsletter designed to keep you informed of the most significant legal developments in the world of soft intellectual property rights.

As the law continues to develop across jurisdictions, we bring together current developments and practical analysis to help you track key changes in trade marks, designs and copyright, and understand their implications for rights holders, brand owners, creators and businesses operating internationally.

In this issue, we examine significant trade mark decisions on distinctiveness, likelihood of confusion, reputation and exhaustion, including rulings concerning luxury upcycling, branded product bundles, coexistence agreements and online targeting. We also consider the extensive revision of China’s trade mark law, Saudi Arabia’s accession to the Madrid Protocol, and developments affecting trade mark enforcement and remedies across Europe and the UK.
We report on the modernised EU design framework, including new protection for digital and animated designs, strengthened enforcement rights and revised filing procedures. The copyright section covers key developments concerning online platforms, geo-blocking, AI-generated content and AI training, as well as decisions on television formats, photographs, software, digital marketplaces and large-scale online infringement. This edition also highlights important legislative reforms in China and Saudi Arabia and developments affecting geographical indications and international design classification.

Read on for highlights of the developments and the practical issues they raise for those managing, protecting and enforcing intellectual property rights. If you would like to subscribe to Soft Focus and receive future editions directly, please click the ‘Subscribe’ link at the foot of this page.

With thanks to the following key contacts who contributed to this edition in addition to those featured below:

Huw Cookson

Lisa Highet

Chloe Gastrell

Tiffany Chu

Lassi Lepistö

Roosa Teittinen

Alexis Perchec

Nicola Lattanzi

Francesca Arangino

Bas Peper

Sophie Wiegant

Mariana Goncalves

Paulo Neves

Francsico Lopez Blanco

Andrew Garbett

Dan Jackson

Teniola Alao

Kate Kirk-Murphy

Eversheds Sutherland takes all reasonable care to ensure that the materials, information and documents, including but not limited to articles, newsletters, reports and blogs (""Materials"") on the Eversheds Sutherland website are accurate and complete. However, the Materials are provided for general information purposes only, not for the purpose of providing legal advice, and do not necessarily reflect the present law or regulations. The Materials should not be construed as legal advice on any matter.

The Materials may not reflect the most current legal developments. The content and interpretation of the Materials and the law addressed in the Materials are subject to revision.

No representation or warranty, express or implied, is made as to the accuracy or completeness of the Materials and therefore the Materials should not be relied upon. Eversheds Sutherland disclaims all liability in respect of actions taken or not taken based on any or all of the contents of the Materials to the fullest extent permitted by law. The Materials are not intended to be comprehensive or to include advice on which you may rely. You should always consult a suitably qualified Lawyer/Attorney on any specific legal matter.

Any views expressed through the Materials are the views of the individual author and may not reflect the views of Eversheds Sutherland or any other individual Lawyer/Attorney.