lookalikes brand fake copy

Sir: Copying familiar brands is not “perfectly legal” (‘Going to war with the lookalikes,’ 24 January). Were a shopper to buy a copy mistaking it for the brand or in the belief it is made by the brand owner, it is likely to amount to passing off. If the shopper is misled into thinking the products are equivalent quality, it is likely to breach the Consumer Protection Regulations (CPRs).

However, passing off actions are very difficult and the CPRs can only be enforced by Trading Standards, which lack resources.

The solution: allow brand owners to enforce the CPRs. This would allow copies to be challenged. An announcement from government is due imminently. It is time these copies were brought to account.

John Noble, director, British Brands Group