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According to WIPO’s 2022 Global Innovation Index, Iceland is one of the top 20 countries in terms of innovation performance. IP practitioners report that trademark filings are on the rise and that interest in registering non-traditional marks has increased following the implementation of the EU Trademark Directive into national law. One case that has brought Iceland into the IP spotlight recently is the tussle between the Icelandic Ministry for Foreign Affairs and British supermarket chain Iceland relating to the use of a country name as a trademark, which is currently being examined by EUIPO’s Grand Board.
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