Policy Blog

BBG contributes to European study on parasitic copying

The British Brands Group has contributed to the EUIPO Observatory’s study on parasitic copying, highlighting the impact of look-alike packaging on brands, consumers and fair competition.

In a stakeholder interview, Chief Executive Sarah Garry and outgoing Chief Executive, Tom Reynolds, discussed how packaging that mimics an established brand can influence purchasing decisions. This included referencing studies which demonstrate that consumers can mistake a look-alike for the original, assume a shared manufacturer or expect comparable quality because of its familiar appearance.

The discussion also explored the practical difficulties brands face in challenging harmful imitation, including the cost and complexity of enforcement and gaps in accessible routes to redress. BBG emphasised the importance of protecting informed consumer choice and investment in distinctive products, while supporting legitimate competition.

Members will have an opportunity to contribute directly through a confidential survey later this year. It will ask about their own experiences of parasitic copying, providing evidence to help the study assess the issue and the effectiveness of existing protections, in both the UK and EU.

We strongly encourage every member to complete the survey. A broad response will help ensure the findings reflect businesses’ experiences across the brands sector. We will share participation details when they become available.

We expect to hear the study’s findings, and whether further work is required, in early 2027.