The authors of a new ‘Manifesto for Brands’ have called on the government to make it easier for brand owners to challenge misleading claims about their products.

The six-point plan also urged the government to crack down on the trade in fakes and copycat branding.

“Branded companies fund self-regulatory bodies and invest in programmes to reduce carbon emissions, improve health and wellbeing, promote fair trade and support communities,” the document reads.

“They also help the government achieve policy goals through partnerships such as Change4life and the Campaign for Smarter Drinking. Branding must be recognised and managed for the significant economic contribution it can deliver.”

More than £16bn is invested in the UK economy every year by companies building brands, claimed the document’s authors, the British Brands Group and the Anti-Counterfeiting Group.

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