Soft Focus


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Juristit ja osakkaat Hallinnon ammattilaiset Opiskelijat ja vastavalmistuneet Toimistot Suomi Kansainväliselle sivustolle Valitse paikallinen sivusto Aasia Alankomaat Angola Arabiemiirikunnat Belgia Bulgaria Espanja Etelä-Afrikka Globaali Irak Irlanti Iso-Britannia Italia Itävalta Jordania Latvia Liettua Luxemburg Mauritius Mosambik Portugali Puola Qatar Ranska Romania Ruotsi Saksa Saudi-Arabia Slovakia Suomi Sveitsi Tšekki Tunisia Unkari Viro Yhdysvallat Muu maailma fi Valikko English Soft Focus Etusivu Ajankohtaista Julkaisut Etusivu Ajankohtaista Julkaisut Soft Focus Soft Focus Second edition 26. toukokuuta 2026 Globaali Globaali Globaali Welcome to the May 2026 edition of Soft Focus, our international quarterly newsletter designed to keep you informed of the most significant legal developments in the exciting world of soft intellectual property rights. As the legal landscape continues to evolve across jurisdictions, we bring together current developments and practical analysis to help you track key developments in trade marks, designs and copyright, and to understand their implications for rights holders, brand owners, creators and businesses operating internationally. In this issue, we examine key rulings on trade mark distinctiveness and deceptiveness, including guidance on portrait marks and heritage branding. We report on the latest EU design law reforms taking effect in July 2026, clarification from the European Court of Justice of the pastiche exception in copyright, and the UK Government’s report on copyright and AI. You will also find analysis of national developments spanning trade mark enforcement coexistence disputes, design validity challenges, private copying levies, and emerging collective licensing schemes for AI training. We also highlight regulatory and legislative changes affecting brand owners, designers, creators, and businesses operating across sectors from fashion and technology to media and consumer goods. Read on for highlights of the developments shaping the soft IP landscape and the practical issues they raise for those managing, protecting and enforcing intellectual property rights. If you would like to subscribe to Soft Focus and receive future editions directly, please click the ‘Subscribe’ link at the foot of this page. With thanks to the following key contacts who contributed to this edition in addition to those featured below: Ruth Hoy Huw Cookson Lisa Highet Dan Jackson Bas Peper Sophie Wiegant Roosa Teittinen Kristiina Laitimo Melanie Dubreuil-Blanchard Francesca Arangino Nicola Lattanzi Giuseppe Rizzo Marta Diaz Gonzalez Eduardo Buitron Francisco Lopez Blanco Tiffany Chu Eversheds Sutherland takes all reasonable care to ensure that the materials, information and documents, including but not limited to articles, newsletters, reports and blogs (""Materials"") on the Eversheds Sutherland website are accurate and complete. However, the Materials are provided for general information purposes only, not for the purpose of providing legal advice, and do not necessarily reflect the present law or regulations. The Materials should not be construed as legal advice on any matter. The Materials may not reflect the most current legal developments. The content and interpretation of the Materials and the law addressed in the Materials are subject to revision. No representation or warranty, express or implied, is made as to the accuracy or completeness of the Materials and therefore the Materials should not be relied upon. Eversheds Sutherland disclaims all liability in respect of actions taken or not taken based on any or all of the contents of the Materials to the fullest extent permitted by law. The Materials are not intended to be comprehensive or to include advice on which you may rely. You should always consult a suitably qualified Lawyer/Attorney on any specific legal matter. Any views expressed through the Materials are the views of the individual author and may not reflect the views of Eversheds Sutherland or any other individual Lawyer/Attorney. Palvelut Immateriaalioikeudet Riidanratkaisu Tietosuoja, tietoturva ja teknologia Toimialat Kuluttajapalvelut Rahoitus Teknologia, media ja telekommunikaatio Yhteyshenkilöt David Wilkinson Partner United Kingdom Cedric Lam Partner Hong Kong SAR, Asia Petteri Häkkänen Partner Helsinki, Suomi Philip Kiossev Partner Sofia, Bulgaria Beatrice Bigonzi Partner Milano, Italy Thera Adam van Straaten Partner Rotterdam, Netherlands Caroline Lyannaz Partner Pariisi, France Margarida Roda Santos Partner Lissabon, Portugali Kiko Carrión Partner Madrid, Spain Chloe Gastrell Principal Associate United Kingdom Uusimmat Artikkelit legal updates EU Pay Transparency Directive: Job evaluation and classification guidelines legal updates Global Sustainability & ESG Insights - May 2026 legal updates EU adopts renewed foreign investment framework legal updates EU Tightens Control Over Critical Raw Materials Uusimmat Uutiset toimistomme uutiset Eversheds Sutherland continues European expansion with further strategic partner hire in project finance asiakasuutiset Eversheds Sutherland powers 12 key deals for Gresham House Energy Storage Fund in three-week surge asiakasuutiset Next stop, public ownership: Eversheds Sutherland advises DfT on GTR transition asiakasuutiset Advising Howden Joinery Group plc on £390m DIY Kitchens acquisition Uusimmat Tapahtumat ja koulutukset etätapahtuma \| June 23, 2026 Introduction to Swiss employment law etätapahtuma \| September 10, 2026 UAE - Employment law in the Dubai International Financial Centre livetapahtuma \| September 17, 2026 Basic foundations of US employment law livetapahtuma \| September 23, 2026 2026 BDC Roundtable Tabs Label legal updates 16. kesäkuuta 2026 EU Pay Transparency Directive: Job evaluation and classification guideline... legal updates 14. kesäkuuta 2026 Global Sustainability & ESG Insights - May 2026 legal updates 11. kesäkuuta 2026 EU adopts renewed foreign investment framework legal updates 11. kesäkuuta 2026 EU Tightens Control Over Critical Raw Materials Lailliset huomautukset Käyttöehdot Tietosuojaseloste Evästekäytäntö Etämyynti Whistleblowing LinkedIn YouTube Sosiaalinen media Ota yhteyttä Kirjaudu asiakkaana Kirjaudu työntekijänä Tilaa Yritys Yritys Tavoitteet ja arvot Vastuullisuus Alumni Julkaisut Asiakastyökalut Tapahtumat ja koulutukset Puheenaiheet Urapolku Sivustokartta Toimistot © Eversheds Sutherland 2026. 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Welcome to the May 2026 edition of Soft Focus, our international quarterly newsletter designed to keep you informed of the most significant legal developments in the exciting world of soft intellectual property rights.

As the legal landscape continues to evolve across jurisdictions, we bring together current developments and practical analysis to help you track key developments in trade marks, designs and copyright, and to understand their implications for rights holders, brand owners, creators and businesses operating internationally.

In this issue, we examine key rulings on trade mark distinctiveness and deceptiveness, including guidance on portrait marks and heritage branding. We report on the latest EU design law reforms taking effect in July 2026, clarification from the European Court of Justice of the pastiche exception in copyright, and the UK Government’s report on copyright and AI. You will also find analysis of national developments spanning trade mark enforcement coexistence disputes, design validity challenges, private copying levies, and emerging collective licensing schemes for AI training.

We also highlight regulatory and legislative changes affecting brand owners, designers, creators, and businesses operating across sectors from fashion and technology to media and consumer goods. Read on for highlights of the developments shaping the soft IP landscape and the practical issues they raise for those managing, protecting and enforcing intellectual property rights. If you would like to subscribe to Soft Focus and receive future editions directly, please click the ‘Subscribe’ link at the foot of this page.

With thanks to the following key contacts who contributed to this edition in addition to those featured below:

Ruth Hoy
Huw Cookson
Lisa Highet
Dan Jackson
Bas Peper
Sophie Wiegant
Roosa Teittinen
Kristiina Laitimo
Melanie Dubreuil-Blanchard
Francesca Arangino
Nicola Lattanzi
Giuseppe Rizzo
Marta Diaz Gonzalez
Eduardo Buitron
Francisco Lopez Blanco
Tiffany Chu

Eversheds Sutherland takes all reasonable care to ensure that the materials, information and documents, including but not limited to articles, newsletters, reports and blogs (""Materials"") on the Eversheds Sutherland website are accurate and complete. However, the Materials are provided for general information purposes only, not for the purpose of providing legal advice, and do not necessarily reflect the present law or regulations. The Materials should not be construed as legal advice on any matter.

The Materials may not reflect the most current legal developments. The content and interpretation of the Materials and the law addressed in the Materials are subject to revision.

No representation or warranty, express or implied, is made as to the accuracy or completeness of the Materials and therefore the Materials should not be relied upon. Eversheds Sutherland disclaims all liability in respect of actions taken or not taken based on any or all of the contents of the Materials to the fullest extent permitted by law. The Materials are not intended to be comprehensive or to include advice on which you may rely. You should always consult a suitably qualified Lawyer/Attorney on any specific legal matter.

Any views expressed through the Materials are the views of the individual author and may not reflect the views of Eversheds Sutherland or any other individual Lawyer/Attorney.