Soft Focus


Ihmiset Osaaminen Palvelut Rahoitusoikeus Kilpailuoikeus, Kauppa ja Ulkomaiset Investoinnit Rakentaminen Yrityskauppapalvelut Yritysrikokset Tietosuoja, tietoturva ja teknologia Työoikeus Rahoituspalvelujen sääntely Heinonen Vakuutusoikeus Immateriaalioikeudet Riidanratkaisu Yksityishenkilöjuridiikka Kiinteistöt Sopimusoikeus Vero-oikeus Toimialat Kuluttajapalvelut Kuluttajapalvelut Hospitality and Leisure Luxury Energia Energia Hydrogen Rahoitus Julkissektori Teollisuus Terveysteknologia ja terveydenhuolto Kiinteistöt Teknologia, media ja telekommunikaatio Teknologia, media ja telekommunikaatio Digital Infrastructure Ajankohtaista Julkaisut Asiakastyökalut Tapahtumat ja koulutukset Puheenaiheet Yritys Meistä Firm leadership Arvot Responsible business Yhteisö Monimuotoisuus ja osallisuus Ympäristövastuu Pro bono Reports Uutiset Urapolku Ura Hakemukset Miksi valita meidät? 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 Ruth Hoy Partner United Kingdom Huw Cookson 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 Commercially Connected shorts - 22 July 2026 legal updates Industrials Unpacked #1: Supply Chain Contracts legal updates EU Forced Labour Regulation legal updates EU MISP reforms: ESMA to supervise more firms Uusimmat Uutiset toimistomme uutiset Eversheds Sutherland advises OCBC on the landmark secondary dual listing of PT Merdeka Gold Resources Tbk on the Hong Kong Stock Exchange asiakasuutiset Setting sail: Eversheds Sutherland advises senior management of D-Marin on acquisition by InfraVia asiakasuutiset Eversheds Sutherland advises Costello Medical on transition to employee ownership asiakasuutiset We acted as legal counsel in Digitalist Group's convertible bond restructuring Uusimmat Tapahtumat ja koulutukset etätapahtuma \| September 10, 2026 UAE - Employment law in the Dubai International Financial Centre livetapahtuma \| September 10, 2026 Managing AI use in the workplace: what every UK HR team needs to know livetapahtuma \| September 17, 2026 Basic foundations of US employment law livetapahtuma \| September 23, 2026 2026 BDC Roundtable Tabs Label legal updates 22. heinäkuuta 2026 Commercially Connected shorts - 22 July 2026 legal updates 20. heinäkuuta 2026 Industrials Unpacked #1: Supply Chain Contracts legal updates 17. heinäkuuta 2026 EU Forced Labour Regulation legal updates 17. heinäkuuta 2026 EU MISP reforms: ESMA to supervise more firms 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. All rights reserved. Eversheds Sutherland is a provider of legal and other services operating through various separate and distinct legal entities. For further information about these entities and Eversheds Sutherlands' structure please see the Legal Notice page of this website. Eversheds Sutherland is the name and brand under which the members of Eversheds Sutherland Limited (Eversheds Sutherland (International) LLP and Eversheds Sutherland (US) LLP) and their respective controlled, managed and affiliated firms and the members of Eversheds Sutherland (Europe) Limited (each an "Eversheds Sutherland Entity" and together the "Eversheds Sutherland Entities") provide legal or other services to clients around the world. Eversheds Sutherland Entities are constituted and regulated in accordance with relevant local regulatory and legal requirements and operate in accordance with their locally registered names. The use of the name Eversheds Sutherland, is for description purposes only and does not imply that the Eversheds Sutherland Entities are in a partnership or are part of a global LLP. The responsibility for the provision of services to the client is defined in the terms of engagement between the instructed firm and the client. For further information about these Eversheds Sutherland Entities and Eversheds Sutherlands’ structure please see the Legal Notices page of this website.

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.