CLASS 46
Now in its twelfth year, Class 46 is dedicated to European trade mark law and practice. This weblog is written by a team of enthusiasts who want to spread the word and share their thoughts with others.
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TUESDAY, 29 DECEMBER 2009
Greece - "skodo" creates a link with SKODA and not in a nice manners says the Greek Communication Review Board
Tags: Greece, SEE, Communication Review Board, advertisement, comparative advertisement, cars, automobiles,
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Greece - "skodo" creates a link with SKODA and not in a nice manners says the Greek Communication Review Board
The Greek Communication Review Board (SEE), has been getting busy this month. In a recent
matter, it reviewed a tv commercial to advertise the DAIHATSU TERIOS in Greece.
According to the decision, the said tv spot included the statement "χωρίς skodo στην αλήθεια" (note: skodo is not in Greek characters), pronounced "horis skodo stin alithia" and meaning "without any discount to the truth". Now, although, "σκόντο" (skodo) is indeed a colloquial word meaning discount, the Board took the view that, particularly since latin characters were used, together with a particular typefont, the above statement created a conceptual link to rivals SKODA and not in a very nice way (i.e, there appeared to be no explanation as to where that discount to truth exists). Accordnigly, the Board held that the said advertsing campaign should be revised. The decision can be found here.
This
Class 46 member admits he missed the tv spot. However, the Board does
seem to be right in this one and it is worth wondering why anyone would go into the trouble of taking this sort of advertising risk, when
good old (and actual) comparative advertising might have done a much
better job.
A personal note: Deepest condolences to our good friend Jeremy Phillips for the loss of his mother.
Posted by: Nikos Prentoulis @ 00.30Tags: Greece, SEE, Communication Review Board, advertisement, comparative advertisement, cars, automobiles,
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