Welcome to our first edition of Brand Matters for 2026. 2026 promises to be an exciting year for brand owners and their advisers as we welcome the International Trademark Association to London in May for its Annual Meeting. Mishcon is delighted to be a Local Host firm, and we are looking forward to connecting with friends and colleagues and showcasing our fantastic city. If you'd like to explore food and drink options in the INTA London hubs, check out our Guide to Entertaining which contains personal recommendations from our team.
It has already been a busy start to the year, and this edition brings together a range of significant developments from the courts and regulators. We cover a broad sweep of topics: from the Supreme Court's ruling that Oatly's "POST MILK GENERATION" trade mark is invalid, to DRYROBE's success in defending its trade mark against allegations of genericism through a proactive and well-documented brand protection campaign. We also report on recent ASA decisions concerning greenwashing in fashion advertising, developments in EU design and copyright law, and changes to remuneration and equity incentives relevant to brands.
We will be exploring many of these topics at our annual Brand Matters Live in-person event on 19 March, and we very much hope you will be able to join us for what promises to be an engaging evening of discussion and practical insight.
I hope you find this edition both useful and interesting. If you have any questions on the topics covered, please do drop me or any of our contributors a line.