Optician group Specsavers has had its plan to trademark the use of "should've" and "shouldve" approved by the UK Intellectual Property Office (IPO).
The company uses the phrase "should've gone to Specsavers" in its adverts.
The trademark application means that other companies will not be able to use that form of words in their marketing.
Sally Britton, intellectual property lawyer at Mishcon de Reya, said it was not surprising that Specsavers had moved to trademark the word.
The term "should've" will clearly work well from a domain name and social media perspective and therefore why would they not seek to protect it to make it easier to deal with infringements?
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