An interesting summary by WIPO as part of its celebration of World IP Day and this year's theme "Innovate for a Greener Future", highlighting the importance in particular of certification and collective marks in setting the standards for eco-friendly and sustainable brands.
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Trademarks play an important part in ensuring that consumers know what they are getting, or that the product that they are buying complies with certain standards.
https://www.wipo.int/ip-outreach/en/ipday/2020/articles/sustainable_trademark.html
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