Iceland sues Iceland

For years, the chain has been preventing Icelandic companies from using the word “Iceland” when marketing their products abroad. The Government along with SA Business Iceland and Promote Iceland is taking this step because Iceland Foods has aggressively pursued and won multiple cases against Icelandic companies which use ‘ICELAND' in their representation or as part of their trademark, even in cases when the products and services do not compete. The Icelandic Government's legal challenge at the European Union Intellectual Property Office (EU-IPO) seeks to invalidate the exclusive registration on the basis that the term ‘ICELAND' is exceptionally broad and ambiguous in definition. (



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