EUIPO and ASIPI organised virtual seminar on green brands and sustainability to strengthen market ties between the European Union and Latin America

The European Union Intellectual Property Office (EUIPO), in the context of the EU-funded project AL-INVEST Verde IPR, in collaboration with the Inter-American Association of Intellectual Property (ASIPI) organized the virtual seminar, "Green Brands and Sustainability: Positioning Strategies in Latin America and the European Union (EU)” on 29 April. The event aimed at business owners and representatives from the sustainable products sector provided invaluable insights for businesses looking to enhance their sustainability credentials and expand into international markets.

Experts from both Latin America and EU shared their knowledge on the strategic use of trademarks to enhance credibility and competitiveness in global markets. Discussions centred on the different types of trademarks available in the EU, including individual, collective, and certification marks, as well as the critical legal considerations for protecting green and sustainable brands.

Another focal point was the importance of responsible environmental communication. Presenters highlighted strategies to prevent misleading environmental claims and examined the European Green Claims Directive’s potential impact on businesses aiming to enter the EU market. Best practices for enhancing the environmental credibility of Latin American brands were also explored.

Certification schemes played a crucial role in the discussions, with case studies demonstrating how recognized quality seals have helped sustainable products gain consumer trust and market recognition. The seminar also shed light on how Latin American businesses can leverage these certification models to strengthen their positioning in the European market.

This successful event underscored the growing importance of sustainability in global trade and the critical role of trademarks and certifications in building consumer trust. With Latin American businesses increasingly seeking entry into the European market, strategic branding and adherence to environmental regulations will be key to their success.

For additional reading on the subject, in September 2021, the EUIPO presented the report on Green EU trade marks, analysis of goods and services specifications, 1996-2020, which was updated in 2023. The report defines green EU trade marks (EUTMs) as those applications that contain at least one ‘green’ term in their goods and services descriptions. Green terms are expressions in the goods and services description that are related to the protection of the environment and to sustainable development.