Iceland could clash with Iceland in EU over Iceland trademark

Iceland

Supermarket retailer Iceland could be faced with a lawsuit from the nation of Iceland forcing it to drop or less actively enforce its EU Iceland trademark.

Iceland’s ministry of foreign affairs told the PA that is considering action against the retailer, considering a cancellation action against its ownership of the Iceland trademark in the EU.

A spokesman for the Promote Iceland agency which has ties to the ministry said it wants to ensure it wants to ensure the retailer cannot hinder the operation of Icelandic firms from registering under their country’s name in the EU.

The retailer has reportedly won cases against firms "even in cases when the products and services do not compete".

A spokesman for Iceland said: "Iceland Foods has traded under the Iceland name in the UK since 1970, and is today one of the UK's most recognised brands… we are not aware that our use of the Iceland name has ever caused any confusion with Iceland the country."

The issue follows Iceland’s masterclass sponsorship of the courageous Iceland national football side that reached the quarter finals of Euro 2016 in France.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.