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Position marks in the European Union: between visual innovation and legal protection

Introduction

The evolution of trademark law in Europe has enabled the emergence of new forms of distinctive signs, adapted to companies’ visual strategies. Among these, the position mark stands out as a still relatively uncommon category, though one whose use and recognition are steadily increasing before European offices and courts.

This type of trademark, which lies at the intersection of design and traditional trademarks, protects the specific way in which a sign is affixed to a product. The European Union has regulated this concept through the European Union Trademark Regulation (EUTMR) and the EUIPO guidelines, in order to define its limits and guarantee legal certainty for economic operators.

Definition and characteristics of position marks

According to the EUIPO, a position mark is defined as a sign “consisting of the specific manner in which the mark is placed or affixed to the product.”

The graphic representation must clearly identify the position, size, and proportion of the sign in relation to the product concerned.

To be admissible, the graphic representation of the trademark application must:

  • Be precise, intelligible, and objective.
  • Include, where applicable, dotted lines to distinguish unprotected elements.
  • Avoid any vague descriptions suggesting that the position of the sign could vary depending on the products.

Thus, protection covers not only the sign itself, but also the combination of that sign and its particular positioning on the product.

Conditions of validity before the EUIPO

To be registered, a position mark must meet the conditions of validity set out in Article 7(1)(a) and (b) of the EUTMR, namely:

  • Be clearly defined and identifiable.
  • Have distinctive character, enable consumers to identify the commercial origin of the goods.

The EUIPO ensures that the representation filed allows any economic operator to understand the scope of protection without ambiguity. A sign that is purely decorative, generic, or inseparable from the usual appearance of the product may be refused. Case law thus reminds us that a position mark must not be confused with a simple design or aesthetic element.

conditions registering mark

The Airwair International Limited case

In a decision handed down on August 12, 2025, the EUIPO Cancellation Division ruled in the case Mtng Europe Experience, S.L.U. v. Airwair International Limited, regarding the famous yellow heel loop on Dr. Martens shoes.

Mtng Europe Experience, challenged the validity of the position mark registered by Airwair, described as a black and yellow buckle affixed to the back of the shoe, accompanied by contrasting yellow stitching.

The EUIPO reiterated that the representation of a trademark must be clear, precise, and durable, allowing for unambiguous identification of the protection conferred.

In this case, the Cancellation Division ruled that the trademark met these criteria and rejected the request for cancellation, considering that the visual element and its position gave the product a strong distinctive character.

This decision confirms the possibility of protecting an iconic visual positioning when it serves as an indication of commercial origin.

Practical issues for rights holders

For businesses, position marks offer valuable protection against the imitation of distinctive visual elements. They extend the protection afforded by the design or shape of the product by specifically targeting the location of a distinctive sign.

However, their success depends on a rigorous filing strategy:

  • Describe the position of the sign precisely;
  • Avoid any confusion between aesthetic function and function of origin;
  • Ideally, secure the trademark application with proof of use and public recognition.

Trademark owners must therefore work hand in hand with specialized IP counsels to secure the scope of their applications and avoid any cancellation based on lack of clarity or distinctiveness.

Conclusion

Position marks represent a major evolution in trademark law, adapted to contemporary visual and marketing realities.

The Airwair case illustrates the importance of rigorous and consistent representation to ensure the validity of such a registration.

By combining visual innovation and legal rigor, position marks enable companies to protect not only their identity, but also the way they present it to the public.

Dreyfus & Associés assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus & Associés works in partnership with a global network of attorneys specializing in Intellectual Property.

 

Nathalie Dreyfus with the support of the entire Dreyfus team

 

Q&A

 

1. What is a position mark?

A position mark protects the specific way in which a sign is affixed to a product, rather than the sign itself. It is therefore distinct from figurative or three-dimensional marks.

2. What are the criteria for the validity of a position mark ?

It must be clear, precise, and sufficiently distinctive to enable consumers to identify the origin of the product.

3. What is the difference between a position mark and a design ?

A design protects the aesthetic appearance of a product, while a position mark protects the commercial origin associated with a particular visual positioning.

4. Can position mark protection and design protection be combined ?

Yes, both types of protection can coexist if they serve different purposes: one aesthetic, the other distinctive.

5. Why register a position mark ?

To prevent imitations and strengthen the protection of iconic visual elements that contribute to a brand’s identity, such as a seam, a stripe, or a distinctive location.

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What is Habeas Data, the guardian of health personal data?

Introduction

The term Habeas Data echoes the centuries-old principle of Habeas Corpus, transposing the protection of individual freedoms into the immaterial sphere of personal data. In the age of digital medicine and global circulation of medical information, Habeas Data serves as a true guardian of personal health data, ensuring each individual’s right to access, control, and correct the information relating to their most intimate sphere: their health.

The origins of Habeas Data

Historical context and legal philosophy

Habeas Data emerged in the 20th century in Latin America as a constitutional remedy, allowing individuals to protect themselves against the abusive collection, use, or storage of their data. It enshrines the principle that personal data, like individual liberty, must be protected against arbitrary interference.

Recognition in latin american constitutional systems

Countries such as Brazil, Colombia, and Argentina have incorporated Habeas Data into their constitutions, granting citizens the right to access, rectify, or delete personal data held by public or private entities. This mechanism has served as a model for broader debates on digital sovereignty.

Definition of Habeas Data and health data

What Habeas Data covers

Habeas Data guarantees every individual the right to consult personal data held by third parties and to request its rectification or deletion if inaccurate or unlawfully processed. It is a procedural right that enshrines the principle of informational self-determination.

Clarifying the notion of health data

Under Article 4(15) of the GDPR, health data is defined as personal data related to the physical or mental health of a natural person, including the provision of health care services, revealing information about their health status. Its specificity lies in its highly sensitive nature, as it can impact dignity, employment, insurance, or individual freedom.

Why Habeas Data is essential for health data

Sensitivity and risks of misuse

Health data is classified as a special category of data. Unauthorized disclosure can have serious consequences, such as denial of insurance, stigmatization, workplace discrimination, or reputational harm.

Safeguarding dignity, privacy, and autonomy

Habeas Data functions as a constitutional safeguard that keeps health data under the individual’s exclusive control. It strengthens privacy, personal autonomy, and informational integrity, especially at a time when electronic medical records and digital health platforms are becoming widespread.

Distinction from European mechanisms such as the GDPR

Points of convergence

Both Habeas Data and the General Data Protection Regulation (GDPR) pursue similar objectives: transparency, purpose limitation, and rights of access, rectification, and erasure. Both are based on the principle of giving individuals control over their personal data.

Key differences in scope and application

The essential difference lies in their legal nature. The GDPR is a regulation applicable across the European Union, imposing obligations on data controllers. Habeas Data, on the other hand, is a constitutional right directly enforceable before the courts, providing citizens with an effective remedy.

Strategic and legal challenges

Why Habeas Data was established

This mechanism was designed to limit the growing power of institutions and corporations handling sensitive data, particularly in the healthcare sector. It ensures that individuals retain control over information that can directly affect their privacy and decision-making.

Anticipating the challenges of health data protection

Protecting health data now intersects with cross-border data flows, artificial intelligence, and digital platforms. An effective strategy requires:

  • strengthening compliance programs in healthcare institutions,
  • implementing clear patient consent practices,
  • monitoring international transfers of sensitive data.

challenges data protection

Conclusion

Habeas Data acts as a constitutional shield for health data, complementing and sometimes surpassing European mechanisms such as the GDPR. Its procedural dimension strengthens the effective protection of individuals in an increasingly digital society.

Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

FAQ

1. What is Habeas Data in simple terms?
It is a right allowing any person to access their personal data and request its correction or deletion.

2. Why is Habeas Data particularly important for health data?
Because such data is extremely sensitive, and its misuse may cause discrimination, financial loss, or harm to dignity.

3. What is the difference between Habeas Data and the GDPR?
The GDPR is a European regulation imposing obligations, while Habeas Data is a constitutional right directly enforceable in court.

4. Does the GDPR also protect health data?
Yes, it classifies health data as “sensitive data,” requiring explicit consent and enhanced safeguards.

5. Which countries recognize Habeas Data?
Notably Brazil, Argentina, and Colombia, where it is enshrined in the Constitution.

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Avoiding the accidental franchise and licensing pitfalls

Introduction

In an increasingly complex legal environment, a trademark license agreement may be reclassified as a franchise, leading to significant legal and financial consequences. This situation, referred to as an “accidental franchise,” often arises when businesses expand internationally without anticipating the specific legal obligations that apply to franchises. This article highlights the risks, red flags, and best practices to secure licensing agreements.

What is an accidental franchise?

An accidental franchise occurs when a company believes it is granting a simple trademark license, but the contractual provisions and actual practices meet the legal criteria of a franchise.

Under French law, a franchise generally implies:

  • The provision of a trademark or distinctive sign.
  • Payment of remuneration by the franchisee.
  • The transfer of substantial know-how and ongoing assistance.

By contrast, a trademark license, is limited to authorizing the use of the sign under quality control, with exploitation restricted to a given territory, without any operational supervision of the licensee. The line is subtle but decisive.

franchise license

Legal and financial risks of reclassification

Reclassifying a license as a franchise may result in:

  • Regulatory sanctions: nullity of the contract or fines in the absence of pre-contractual disclosure documents or required formalities.
  • Civil liability: claims for damages by franchisees, reimbursement of amounts paid.
  • Tax risks: reassessments concerning the nature of royalties.
  • Damage to brand image: publicity of disputes and loss of credibility.

Illustrative example: A French fashion company imposes a uniform store design and mandatory marketing strategy on its licensees. The court reclassifies the agreements as franchise contracts, leading to their nullification and compensation to franchisees.

Warning signs in licensing agreements

a) Excessive control over the licensee

Clauses imposing management methods, pricing policies, or detailed operating manuals.

b) Fees resembling franchise entry fees

Upfront payments for training, advertising, or assistance.

c) Rigid territorial exclusivity

Agreements tied to strict marketing obligations.

d) Continuous mandatory assistance

Permanent transfer of know-how and ongoing supervision.

Best practices to secure agreements

  • Anticipate local laws: review franchise legislation before drafting a license agreement.
  • Limit assistance: focus only on trademark use and compliance with quality standards.
  • Clear drafting: specify financial obligations to avoid assimilation with franchise entry fees.
  • Rely on specialized counsel: intellectual property and franchise lawyers can adapt contracts to local requirements.
  • Regular audits: periodically review agreements to ensure compliance with evolving regulations.

Case study: A French cosmetics start-up structured its foreign licensing agreements with specialized legal advice. By limiting obligations to quality control, it avoided reclassification as a franchise and safeguarded its business model.

Conclusion

Avoiding the accidental franchise is a strategic issue for protecting brand value and ensuring the legal security of licensing agreements. Increased vigilance and carefully drafted contracts can prevent disputes and optimize commercial expansion.

Key takeaway: clearly distinguishing between a license and a franchise is essential to secure operations and preserve reputation.

Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

 

FAQ

 

What distinguishes a franchise from a trademark license?
A franchise involves a complete business concept with assistance and control, while a license is limited to the use of a trademark under quality control.

What is an “accidental franchise” in practice?
An accidental franchise occurs when a license agreement is reclassified as a franchise due to failure to comply with legal formalities.

What are the main risks for the company in case of reclassification?
The risks include the nullity of the contract, financial penalties, and the liability of the licensor.

What obligations do franchisors have in France?
Franchisors must provide the pre-contractual disclosure document (DIP, under the Doubin Law), transfer know-how, and ensure ongoing assistance.

What warning signs should be identified in a contract?
Overly detailed operating obligations, excessive control, or the existence of imposed confidential know-how.

How can an operating manual be prevented from being treated as franchise know-how?
By limiting the manual to quality standards without conveying structured confidential know-how.

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Customs Seizure: A Strengthened Strategic Tool for Intellectual Property Rights Holders

The fight against counterfeiting and infringements of intellectual property rights remains a major economic, legal, and security challenge, affecting all sectors : fashion, luxury goods, technology, pharmaceuticals, and consumer products alike. Every year, French customs authorities intercept millions of counterfeit goods, representing a significant loss of revenue for rights holders and a tangible risk to consumer safety and health.

In this context, proactive customs action has become a cornerstone of rights enforcement. Under Regulation (EU) No. 608/2013 and its national transposition, notably the French Customs Code and the French Intellectual Property Code, customs authorities have, for several years, held the power to initiate seizures on their own initiative whenever they detect suspicious goods, even in the absence of a prior request from the rights holder. This power, now fully embedded in operational practice and supported by internal administrative guidelines, has profoundly reshaped customs enforcement strategy: it strengthens responsiveness, optimises prevention, and provides an effective mechanism to stem the inflow of counterfeit products into the market.

When mastered and combined with close cooperation between rights holders and customs, this system can serve as a genuine legal and operational shield for any business seeking to protect its intangible assets.

 

Context and evolution of the legal framework

Customs seizure is a vital tool in the fight against counterfeiting and the illicit importation of goods infringing intellectual property rights. Historically, customs intervention often required an explicit request from the rights holder. However, European and national legislation has progressively expanded the powers of customs administrations, enabling them to act ex officio when they identify suspicious goods, in accordance with Regulation (EU) No. 608/2013 and Articles L. 521-1 et seq. of the French Intellectual Property Code.

In France, customs authorities may initiate a seizure whenever there is objective evidence suggesting a potential infringement. This interpretation offers a major strategic advantage to rights holders, who thus benefit from proactive protection.

 

Conditions and procedure for implementation

Seizure initiated by customs authorities

A seizure may be triggered in two ways:

  • Following a prior application for action filed by the rights holder, valid for a set period and renewable.
  • Through spontaneous detection by customs, even without a prior application, where clear signs of counterfeiting or infringement are identified.

Customs services then act without delay to prevent the goods from being dispersed, securing them in designated storage facilities.

Rights and obligations of the rights holder

Once the seizure has been carried out, the rights holder is promptly notified and is granted:

  • A period of 10 working days (extendable) to initiate legal proceedings or confirm the infringement.
  • The option to request simplified destruction if the declarant or holder of the goods does not oppose the seizure.

In return, the rights holder must provide proof of their rights (registration certificates, evidence of use where applicable) and work closely with customs to qualify the goods.

 

Practical advantages for rights holders

The expansion of customs’ role brings several key benefits:

  • Greater responsiveness: action is possible even without an initial request.
  • Early interception of counterfeit flows before they reach the market.
  • Time and resource savings for rights holders, enabling them to focus on litigation stages.
  • Enhanced deterrence: infringing importers know that monitoring is continuous.

 

cycle customs benefits
cycle customs benefits

 

Limitations and precautions

Despite these advantages, certain precautions remain essential:

  • Keep customs applications for action up to date to cover all product categories and countries of origin.
  • Provide customs with detailed product identification sheets to facilitate rapid detection.
  • Anticipate costs and timelines linked to legal proceedings if the seizure is contested.
  • Be aware of the risk of unjustified detention and the need to verify the infringement promptly.

 

Conclusion and outlook

The ability of customs authorities to initiate seizures on their own initiative significantly strengthens the protection of intellectual property rights. Combined with proactive cooperation between rights holders and customs, this power can substantially reduce the inflow of counterfeit goods into the territory.

The European legal framework may evolve further in the coming years, particularly to reinforce cooperation between Member States and improve information sharing.

 

Dreyfus Law Firm is in partnership with a global network of attorneys specialising in Intellectual Property.

Nathalie Dreyfus, with the support of the entire Dreyfus team.

 

FAQ

 

1. What is a customs seizure?

It is the detention by customs authorities of goods suspected of infringing an intellectual property right.

2. Can customs act without a request from the rights holder?

Yes, if there is objective evidence of counterfeiting.

3. What is the deadline to act after notification of a seizure?

Generally 10 working days, with the possibility of extension.

4. What documents must be provided to customs?

Registration certificates, evidence of use, and detailed product identification sheets.

5. Does this mechanism apply to all forms of intellectual property?

Yes, including trademarks, designs and models, copyright, patents, and geographical indications.

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Video Games: China strictly sanctions reskinning on the grounds of unfair competition

What is game reskinning?

Game reskinning involves copying the structure, logic, gameplay, algorithms, and mechanics of a game, while simply changing its appearance (graphic design, characters, sound interface) to give the illusion of a new game.

This practice, common in China, aims to reuse a successful gameplay without bearing the development cost or creative risk. As a result, it leads to “disguised” copies that seriously harm the legitimate rights holders.

Why is reskinning problematic?

  • Consumer confusion: Players often fail to distinguish the original game from the copy.
  • Harm to investment: Clones unfairly exploit the research and development (R&D) work of others.
  • Revenue loss: Clones divert downloads and user engagement.
  • Stifling innovation: By reducing the value of original creations, reskinning hinders technological progress.

ddddd

  1. The response of Chinese courts

3.1 A structuring case law

In the case of Rise of Kingdoms vs Commander (2024), the Guangdong High People’s Court condemned the company Jiujiu to more than 10 million yuan (USD 1.6 million) for copying the game mechanics of a competitor, while also copying the graphics from Age of Empires.
The court found that this combination—copying the “bones” (mechanics) and the “skin” (visuals) from two games—constituted parasitic behavior under Article 2 of the Chinese anti-unfair competition law (AUCL).
Three criteria were established:

  1. Originality and competitive importance of the copied elements;
  2. Extent of the reproduction compared to industry practices;
  3. Bad faith or violation of honest business practices.

 

3.2 An evolving legal framework

Chinese courts have evolved: initially protective via copyright law (for software or audiovisual works), they now increasingly apply unfair competition law to sanction the abusive use of gameplay.
The Supreme Court also published a guideline in December 2024 on the judicial protection of technological innovation, recommending the broad application of AUCL clauses to fight “free riding” (Effortless gain) in innovative sectors.

 

What can developers and rights holders do?

  • Document the creation process: design documents, code versions, aesthetic choices.
  • Register protectable elements: trademarks, designs, interfaces.
  • Implement proactive monitoring: detect clones on app stores.
  • Build a strong evidence case: visual comparisons, confusion tests, economic data.
  • Combine legal grounds: copyright, unfair competition, trade secrets.

 

Conclusion

Chinese courts mark a turning point in the fight against game reskinning, relying not only on copyright law but also on an evolving interpretation of unfair competition law. This strategy, now supported by hefty financial sanctions, is a deterrent to parasitic behavior in the gaming industry.
Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

 

FAQ

  1. What is game reskinning?

    It is the practice of copying a game’s gameplay while only changing its appearance.

  2. Why do Chinese courts impose high damages?

    To compensate for competitive loss and penalize unfair practices.

  3. Are game mechanics protected by copyright?

    No, they are considered as ideas, but can be protected through unfair competition law.

  4. Does this case law apply to foreign games?

    Yes, as long as they are exploited in the Chinese market.

  5. What evidence is required?

    Screenshots, video comparisons, functional analyses, data on audience or revenue loss.

 

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Patents and the question of AI as inventor: what are the prospects following recent decisions?

The rapid rise of artificial intelligence (AI) is profoundly transforming the landscape of innovation. AI systems are increasingly capable of generating original inventions, prompting a fundamental question: can AI be legally recognized as an inventor under patent law? Recent judicial rulings and ongoing debates highlight the tensions between technological progress and existing legal frameworks.

Current legal framework: must the inventor or author be human?

  1. The DABUS case: when artificial intelligence seeks inventorship rights

The DABUS case transcends a mere legal dispute; it encapsulates the tension between technological innovation and current law. DABUS (Device for the Autonomous Bootstrapping of Unified Sentience) is an AI system developed by Dr. Stephen Thaler. He argued that two inventions a fractal-structured food container and a signaling device were created without any human inventive input. Accordingly, he requested that DABUS be named as the sole inventor in patent applications filed worldwide.

Patent offices in the United Kingdom, United States, European Patent Office (EPO), Australia, and Germany rejected these claims outright. In all these jurisdictions, the law requires that only a natural person can be legally designated as inventor.

The UK Supreme Court grounded its decision on the Patents Act 1977, which explicitly states the inventor must be a “natural person.”

Similarly, the EPO ruled in decisions J 0008/20 and J 0009/20 (December 21, 2021) that, although Article 81 EPC requires naming an inventor, Articles 60(1) and 81 EPC together imply that only a natural person can hold this status.

Similarly, the EPO ruled in cases J 0008/20 and J 0009/20 (decisions dated December 21, 2021) that although Article 81 EPC requires the designation of an inventor, a combined interpretation of this provision with Article 60(1) EPC leads to the conclusion that only a natural person may be designated as inventor. The EPO emphasized that AI cannot hold or transfer rights, a fundamental prerequisite for patent entitlement. Thus, AI lacks the legal capacity to be recognized as inventor under the European Patent Convention.

In the United States, the Federal Circuit ruled in Thaler v. Vidal (2022) that the term “individual” in the Patent Act refers solely to natural persons.

To date, only South Africa has diverged. In 2021, its Companies and Intellectual Property Commission (CIPC) accepted a patent application listing AI as inventor. However, this remains a special case due to South Africa’s declaratory patent system lacking substantive patentability examination, limiting its international authority.

  1. Can AI be the author of a work? The U.S. Courts’ clear ruling

The question of human authorship also arises in copyright law. Dr. Thaler attempted to register an AI-generated work titled “A Recent Entrance to Paradise”, again naming the AI as sole author.

In March 2025, the U.S. Court of Appeals for the District of Columbia Circuit decisively held in Thaler v. Perlmutter that a machine cannot hold copyright.

Although the Copyright Act does not define “author,” the Court reasoned that the law’s spirit clearly envisions a human being capable of intent, choice, and ownership of exclusive rights from the moment of creation.

The Court further underscored that AI is merely a tool, not a legal subject. Creation occurs through the human who programs or operates the machine, not the machine itself.

Moreover, the U.S. Copyright Office has consistently maintained a human authorship requirement for copyright registration, aligned with longstanding copyright doctrine.

 

  1. The situation in France: an approach based on human originality

Under French and European law, copyright protection depends on originality understood as an expression of the author’s personality.

According to the Court of Justice of the European Union’s established case law (Infopaq, Painer, Funke Medien), a work is protectable only if the author exercised free and creative choices revealing personal intellectual effort.

AI, however advanced, has no legal personality, creative capacity, or intent. It merely executes algorithms.

Consequently, neither in France nor in the EU can a work entirely generated by AI currently qualify for copyright protection.

  1. Toward legal evolution?

These cases affirm that human authorship remains a fundamental principle of intellectual property law. While some advocate reform to recognize AI’s autonomous creative role, most legal systems favor preserving a personalist concept of creation.

This does not leave operators of AI-generated works without recourse. Unfair competition law, contractual protections, and civil liability may offer alternative safeguards. However, meaningful change requires clear legislative action rather than judicial reinterpretation.

Legal and economic challenges

Protecting innovations generated by AI

The refusal to recognize AI as inventor creates significant obstacles to protecting innovations. Companies investing heavily in AI-generated inventions face a legal gap. Without patent protection, these inventions risk exposure to unauthorized copying and loss of competitive edge.

This situation may also discourage investment in AI research and development, as companies could be hesitant to commit resources to technologies whose outcomes lack protection under intellectual property rights.

Implications for companies and investors

Legal ambiguity surrounding AI inventorship recognition could have serious economic consequences. Companies might be reluctant to commercialize AI-derived inventions, fearing litigation or inadequate protection. Likewise, investors may hesitate to finance innovative AI projects given the lack of legal clarity.

Future perspectives for patent law

Recognizing AI as co-inventor?

In light of these challenges, some experts propose evolving patent law to permit AI recognition as co-inventor alongside a human. This would acknowledge AI’s active role in invention while retaining human accountability. Such change would require legislative amendment and international harmonization. 

Adapting legal systems and professional practices

Legal systems might develop tailored mechanisms for AI-generated inventions, such as sui generis protection regimes designed to address their unique characteristics. Concurrently, IP professionals must adapt practices to assess and protect AI innovations effectively.

Conclusion

The question of AI recognition as inventor under patent law remains complex and contentious. Recent rulings uphold the necessity of a human inventor, yet technological progress pressures lawmakers to reconsider. Legal adaptation appears inevitable to keep pace with innovation and ensure effective protection of AI-generated inventions.

Dreyfus Law Firm works with clients in the food sector, providing specialist advice on intellectual property and regulatory issues to ensure compliance with national and European laws.

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Nathalie Dreyfus with the support of the entire Dreyfus firm team.

FAQ

1. Can AI be recognized as an inventor in patent applications?

Currently, most jurisdictions require inventors to be natural persons.

2. What are the implications for companies innovating with AI?

They may face difficulties protecting AI-generated inventions, impacting innovation strategies and investments.

3. Are there any exceptions?

Only South Africa has accepted a patent naming AI as inventor, but this remains isolated and lacks substantive examination.

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Review of the effectiveness of the French law n° 2023-451 of 9 June 2023 regulating influencers after its first year of implementation

Background and Origins

On June 9, 2023, France enacted Law No. 2023-451, a pioneering piece of legislation aimed at regulating the commercial practices of influencers and protecting social media users. This law represents a significant step in regulating commercial influence and combating the abuses by influencers on various digital platforms.

Definitions and Objectives

In recent years, the sector of commercial influence has seen exponential growth but also significant deviations, ranging from the promotion of dangerous products to deceptive commercial practices. The Directorate General for Competition, Consumer Affairs, and Fraud Prevention (DGCCRF) conducted several investigations revealing increasing deceptive commercial practices. Simultaneously, the Professional Advertising Regulatory Authority (ARPP) had already established good practice rules and created an Observatory for Responsible Influence in 2019. However, these measures proved insufficient, prompting legislators to intervene more rigorously to regulate commercial influence and combat its abuses.

This new legislation is noteworthy for its role in regulating concepts increasingly integrated into our daily lives. Article 1 of the law precisely defines the term “influencer” as follows: “Individuals or legal entities who, for a fee, use their notoriety with their audience to communicate electronically to the public content aimed at directly or indirectly promoting goods, services, or a cause engage in the activity of commercial influence”. Additionally, the activity of influencer agents is now regulated by Article 7, which defines them as intermediaries representing influencers or facilitating their relations with advertisers while ensuring the compliance of their activities with the regulations in force.

In France, where the number of influencers is estimated at around 150,000, the behaviours of some have highlighted the need for stringent regulation to protect consumers, especially the younger one, who are highly susceptible to these new forms of advertising. With this context, the law mandates that platforms hosting influencer content identify and remove illegal materials while ensuring the transparency of commercial posts.

Influencers must now establish written contracts with advertisers, explicitly specifying the terms of their collaboration to ensure clarity and protection. Moreover, the law requires increased transparency: any publication must clearly indicate whether it is an “advertisement” or a “commercial collaboration” to avoid any confusion among consumers, in accordance with Article L. 121-3 of the Consumer Code.

Additionally, this legislation continues the efforts of the October 29, 2020, law by enhancing the protection of all sector actors, including minor influencers. Dedicated measures aim to secure the activity of child influencers on all digital platforms such as Instagram, Snapchat, TikTok, and extend the provisions initially provided for minor YouTubers by the October 19, 2020, law. Thus, these young influencers now benefit from the protections of the Labor Code. Their parents or legal guardians are required to sign contracts with advertisers, and a portion of the income generated is reserved for their future in the form of a nest egg.

Violations of these rules can result in severe penalties, including imprisonment of up to two years and fines of up to 300,000 euros. The law also establishes joint liability between the influencer, the advertiser, and their agent, ensuring that victims of abusive commercial practices can obtain effective redress.

Assessment After Several Months of Implementation of French Law No. 2023-451

Since its implementation, French Law No. 2023-451 has resulted in numerous sanctions against influencers for deceptive commercial practices. In response, online platforms have enhanced their monitoring policies to align with the new legislative standards.

Nevertheless, this law has encountered criticism from many content creators, who view it as an overly stringent government intervention. They contend that the swift enactment of this legislation may stifle creativity and innovation within the influencer marketing industry.

In response to these criticisms, a code of conduct for influencers has been developed. Although useful, this guide does not fully meet the legal requirements of Law No. 2023-451 and does not have the same legal standing as the legislation itself. However, it plays an important educational role by raising awareness among influencers about transparency and consumer protection issues. It also provides detailed explanations and practical tools, such as contract templates and compliance checklists.

In addition, the European Commission has expressed reservations about this law, suggesting that it may conflict with the Digital Services Act (DSA) and that it did not follow the notification procedure required by the Commission. As a result, the DDADUE law was promulgated on 22 April 2024 with the aim of revising the basic articles of the influencer legislation. This reform aims to align French legislation with European standards, including the E-Commerce Directive and the DSA, in order to ensure consistent regulation within the European Union.

Conclusion

Law no. 2023-451 represents a major step forward in the regulation of the commercial influence sector in France. While criticisms remain, the need to protect consumers and ensure greater transparency in the practices of influencers justifies these stringent measures. Future adjustments, in particular through the DDADUE law, will better harmonise French regulation with European standards and ensure uniform consumer protection across the European Union. Despite the criticism, the need to protect consumers and promote transparency in influencers’ advertising practices justifies the adoption of strict measures. Nevertheless, this regulation raises questions about its compliance with European directives, particularly with regard to freedom of expression and digital innovation.

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Definition of a Deceptive Trade Mark in the European Union: What About Incorrect Information Regarding the Company?

The legal debate surrounding deceptive trade marks has taken on new significance with a preliminary question recently referred to the Court of Justice of the European Union (CJEU). This question focuses on the precise definition of a deceptive trade mark, particularly when the misleading information pertains not to the characteristics of the products or services but to the company itself.

 

Background of the Case

The case involves the French company Fauré Le Page, initially known for selling weapons and ammunition, as well as leather accessories. Founded in 1716 in Paris, the original Maison Fauré Le Page ceased operations in 1992, after which all its assets were transferred to its sole shareholder, the Saillard company. In 1989, Saillard filed an application for the French trade mark “Fauré Le Page,” covering products such as firearms and their parts, as well as leather and imitation leather goods.

 

In 2009, this trade mark was sold to a new entity, Fauré Le Page Paris, established that same year. This company subsequently filed, in 2011, two applications for French trade marks, both containing the words “Fauré Le Page Paris 1717” and covering various leather goods. However, these trade marks were contested by the company Goyard ST-Honoré, which sought their cancellation on the grounds that they were misleading, based on the old Trade Mark Directive (Directive 2008/95/EC, replaced by Directive (EU) 2015/2436).

 

Legal Framework

European trade mark legislation, particularly Article 4(1)(g) of the Trade Mark Directive (Directive (EU) 2015/2436), stipulates that a trade mark may be refused registration or annulled if it is “of such a nature as to deceive the public, particularly as to the nature, quality, or geographical origin of the goods or services.” Additionally, Article 20(b) of the same directive provides for the revocation of a trade mark if, after its registration, it becomes deceptive due to the use made of it by its proprietor or with the proprietor’s consent.

 

The main issue is whether a trade mark can be considered deceptive when it conveys false information not about the characteristics of the products or services, but about the attributes of the company itself, such as its founding date or age.

 

The Decision of the Court of Appeal and the question asked by the French Supreme Court (Cour de Cassation) to the CJUE

The Court of Appeal of Paris ruled that the “Paris 1717” trade marks was invalid. It found that the mention “Paris 1717” referred to the location and date of establishment of the company, which could mislead the public into believing in the continuity of the company’s operations since that date and the supposed transfer of know-how from the original Maison Fauré Le Page to Fauré Le Page Paris. This judgment was based on the fact that the original company had ceased its activities in 1992, while the new entity was founded in 2009.

 

However, Fauré Le Page Paris appealed this decision to the Cour de Cassation, arguing that Article 4(1)(g) of the Trademark Directive required deception regarding the characteristics of the products and services, not the qualities of the trade mark owner, such as the company’s founding year.

 

The Preliminary Question to the CJEU

Faced with this interpretation of the law, the Cour de Cassation decided to refer a preliminary question to the CJEU. It asks whether a trade mark can be considered deceptive when the false information concerns the age, reliability, and know-how of the manufacturer, rather than the characteristics of the goods themselves. Specifically, it poses two questions to the CJEU:

 

  1. Should Article 4(1)(g) of Trademark Directive be interpreted to mean that a reference to a fictitious date in a trade mark, conveying false information about the age, reliability, and know-how of the manufacturer, is sufficient to establish the existence of actual deception or a serious risk of deceiving consumers?

 

  1. If the answer to the first question is negative, should that article be interpreted to mean that a trade mark can be considered deceptive if there is a likelihood that consumers will believe that the trade mark owner has been producing these goods for centuries, thereby conferring a prestigious image on them, when this is not the case?

 

The outcome of this case could have significant implications for companies using historical references in their branding strategy. If the CJEU concludes that such a practice is deceptive, it could broaden the grounds for annulment of trade marks to include false information about the company itself, not just the products or services.

 

There is already precedent in European case law. For example, in the W. F. Gözze Frottierweberei and Gözze case (C-689/15), the CJEU ruled that for a trade mark to be deceptive, it must, by itself, create a risk of deceiving consumers, regardless of the use made of it after registration.

 

Furthermore, if the preliminary question had been posed under Article 20(b) of TMD3, which focuses on deceptive use of the trade mark after registration, the answer might be different. This article does not limit deception to the characteristics of the goods or services but could include misleading information about the company.

 

In any case, if the geographical origin of goods and services can be considered an important characteristic under Article 4(1)(g) of the Trademark Directive, why not the founding date of the company? Both are intangible properties, but they can significantly impact the perceived quality of goods and services and consumers’ purchasing decisions.

Future Implications

The decision the CJEU makes in this case will be crucial. It could redefine the legal criteria surrounding the notion of a deceptive trade mark, with potential repercussions for branding strategies, particularly in the luxury sector, where history and heritage play a key role. Companies may need to reassess their branding strategies to ensure that any historical or prestigious references are not perceived as misleading by consumers.

 

It is essential for companies to take a proactive approach to trade mark management, ensuring that the historical or prestigious information they use does not mislead consumers. The CJEU’s decision could also have an impact beyond Europe, influencing trade mark practices globally.

 

This case highlights the increasing importance of protecting consumers against misleading commercial practices and underscores the need for companies to maintain full transparency in their brand communication.

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“Green” Trademark and Greenwashing


In a context where environmental awareness is continuously growing, the demand for eco-friendly products is intensifying. This trend has led to a proliferation of brand names suggesting eco-friendliness. However, it has become difficult for the public to distinguish between brands genuinely committed to environmental efforts and those merely using “green” vocabulary to deceive consumers.

Indeed, in its impact assessment report accompanying the proposal for a Directive amending Directives 2005/29/EC and 2011/83/EU as regards empowering consumers for the green transition through better protection against unfair practices and better information, the European Commission’s Regulatory Scrutiny Board (RSB) noted that over 53.3% of environmental claims analyzed within the EU were found to be vague, misleading, or unfounded, while 42% lacked any tangible evidence. This is why the European Union has taken firm measures to regulate these practices.

 

The Rise of “Green” Trademarks

 

More and more consumers are prioritizing eco-friendly products. This growth in demand has pushed brands to reposition themselves, emphasizing their environmental commitments.

Brands have responded to this demand by choosing brand names using environmentally oriented vocabulary and incorporating green colors into their logos. Expressions like “green,” “sustainable,” “eco-friendly,” “natural,” or “biodegradable” are frequently used. This marketing approach, aiming to evoke a positive image and meet growing consumer expectations, is also found in logos incorporating leaves, trees, the planet, or green or blue colors to reinforce this image.

In 2021, a study carried out by the EUIPO through the European Observatory on Infringements of Intellectual Property Rights examined the increasing frequency with which goods and services specification of EUTMs reflect issues related to environmental protection and sustainability. An algorithm was developed to search among the more than 65 million terms contained in EU trademark (EUTM) applications filed over the years to identify those containing at least one “green” term. More than two million EU trademark applications filed with the EUIPO since it began operation in 1996 were considered.

The study shows that the number of “green” EUTM filings has increased significantly since the office began its activities in 1996, both in absolute terms and as a proportion of all EUTM filings.

Green EUTM Filing, 1996-2020 (EUIPO)                   Green EUTM filings as a share of all EUTM filings, 1996-2020 (EUIPO)     

 

However, trademark registration applications that specifically include direct environmental claims can be refused. These refusals are usually based on the descriptive nature of the mark, although there may also be another reason related to the misleading nature of the trademark.

Therefore, the use of unjustified green trademark will lead to accusations of greenwashing.

Indeed, with the explosion of green marketing, greenwashing practices have also multiplied, attracting the attention of regulators, legislators, and potential litigants such as competitors, customers, or consumer protection organizations.

 

Greenwashing

 

Greenwashing is the use of ecological terms or symbols without them corresponding to actual practices. The goal is to give a falsely eco-friendly image to attract consumers. Brands that engage in greenwashing seek to capitalize on the growing market for eco-friendly products without genuinely investing in environmentally friendly practices.

In this context, the European legislator has intervened again with Directive 2024/825 of February 28, 2024, amending Directives 2005/29/EC and 2011/83/EU on unfair commercial practices. This directive is in line with the European Green Deal and the European Circular Economy Action Plan. It aims to “enable consumers to make better-informed business decisions to promote sustainable consumption, eliminate practices that harm the sustainable economy, and divert consumers from sustainable consumption choices.” It creates an action plan for the green transition, targeting greenwashing with three principles. Firstly, brands must be able to prove all their environmental claims. Secondly, the claims must be validated by an independent body. Finally, consumers must receive clear and reliable information. Member States have a 24-month period to transpose the directive into their national laws from March 6, 2024.

France had already introduced provisions to specifically sanction greenwashing statements from January 1, 2023, with Decrees No. 2022-538 and 2022-539 of April 13, 2022, prohibiting advertisements stating that a product or service is carbon-neutral unless a report explaining how carbon neutrality is achieved is published and updated annually.

Greenwashing statements could already be sanctioned on the ground of unfair competition and misleading commercial practices since Law No. 2021-1104 of August 22, 2021, on Climate and Resilience. The new law gives an environmental dimension to the definition of misleading commercial practices.

Conclusion

The proliferation of “green” trademarks names is a natural response to the growing demand for environmentally friendly products. However, greenwashing practices threaten trust in eco-friendly initiatives. To avoid pitfalls and create credible green trademarks, it is essential to follow a transparent strategy, comply with environmental standards, and involve competent experts. The protection of eco-friendly brands and the fight against misleading practices also require increased consumer vigilance and support from lawyers and intellectual property attorneys specializing in this field.

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Paris Court of Appeal Upholds Copyright in “Lyre” Lamp Case: Key Insights and legal Implications

*Image generated by DALL E 3 Microsoft Version

September 27, 2023, Paris Court of Appeal Case No. 21/12348

 

On September 27, 2023, the Paris Court of Appeal rendered a pivotal decision concerning copyright law in the realm of interior design and applied arts. At the heart of the case was the “Lyre” lamp, a unique creation by sculptor Philippe Cuny, which ignited a legal battle against architect Carlo Rampazzi for copyright infringement.

 

The “Lyre” Lamp’s case

 

In this case, Carlo Rampazzi, an interior designer, commissioned Philippe Cuny, a sculptor specializing in mirrors and lighting fixtures, to create several models of a “Lyre” lamp. Architect Carlo Rampazzi then published photos of the “Lyre” lamp on social media without obtaining prior authorization from the creator and without mentioning his name. Consequently, the creator, Philippe Cuny, sued the architect before the Paris Judicial Court for copyright infringement.

In May 2021, the Paris Judicial Court ruled in favor of Philippe Cuny, the creator of the lamp, condemning Carlo Rampazzi for copyright infringement.

Carlo Rampazzi appealed this decision to the Paris Court of Appeal. On September 27, 2023, the Paris Court of Appeal confirmed the lower court’s decision. The Court ruled on the originality of the lamp and then on the infringement, thereby rejecting the accessory theory raised by architect Carlo Rampazzi. The judges of the Court of Appeal reiterate that it is possible to combine design rights and copyright, provided that originality is demonstrated. It also recalls the consistent position of jurisprudence on the accessory theory according to which, firstly, the work must be presented in the background, not constituting a main subject, and secondly, the exploitation of the work must be unintentional.

 

 

The “Lyre” Lamp is protected by copyright

 

The Court first examined the question of whether the “Lyre” lamp was protected by copyright. As Philippe Cuny’s authorship was not disputed, the Court directly addressed the copyright protection of the “Lyre” lamp model.

The Court recalled that all applied art works must be original to be protected by copyright. Originality, distinct from novelty, is the manifestation of the author’s creative abilities, reflecting the imprint of their personality, to make ‘free and creative choices’.

Copyright protection will only be denied for a design if its form is exclusively dictated by the function of the product.

On the criterion of originality, the Court of Appeal concluded that the “Lyre” lamp met the originality criteria due to its distinctive features such as its asymmetrical harp shape, airy and sensual appearance, and its ability to evoke different images and emotions. Moreover, the Court noted that Mr. Cuny successfully reconciled the technical constraints of a lamp with a very personal representation, which evidenced the originality of his work.

 

The exclusion of the Accessory Theory

 

To avoid a conviction for infringement on the basis of unauthorized use (breach of the author’s reproduction right) and without mentioning the author’s name (breach of the right to paternity), architect Carlo Rampazzi invoked the accessory theory. This limitation to copyright is based on the European Directive of May 22, 2001, on the harmonization of certain aspects of copyright and related rights in the information society.

Constant jurisprudence considers that the so-called fortuitous inclusion exception applies when two cumulative conditions are met: the work must be presented in the background, not being the main subject, and the exploitation of the work must be unintentional.

In examining the contentious photographs, the Court of Appeal concluded that the “Lyre” lamp was deliberately highlighted and not accidental, thus excluding the application of this exception. In one of the photographs, the lamp was placed in the foreground with a setting that emphasized the object, while in another, although located in the background, it was still very visible in all its features and significant in the composition of the scene. The Court of Appeal specifies that in this case, it matters little that the lamps were modified and that they were ‘neither the object nor the goal of the communication’.

Therefore, the accessory theory could not validly be invoked for this case

Conclusion: A Precedent for Protection and Respect in Design

 

The Paris Court of Appeal’s ruling not only vindicated Philippe Cuny’s rights but also set a robust precedent for respecting intellectual property in the design and architectural sectors.

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