"Official" in brand name without authorization = misleading. "EuroApproved" without EU certification = illegal. "Guaranteed" without actual guarantee = prohibited. Brand names = legal commitments under EU consumer law.
Misleading Name Prohibitions
Can't imply: Government approval ("Official Store"), certifications you lack ("ISO Certified Solutions"), geographic origin that's false ("Swiss Watches" made in China). Implications = actionable.
The "Guarantee" Problem
"Guaranteed Delivery" in name = legal obligation to deliver. "MoneyBack Guarantee Ltd" = must honour refunds. Names create enforceable promises. Failure to deliver = breach + penalties.
Superlative Claims
"Best," "Leading," "Number One" in brand = substantiation required. Claims must be provable, current, verifiable. Historic achievement ("2018 Winner") acceptable if true. Current claim needs ongoing evidence.
Cross-Border Restrictions
Sell to 27 EU countries. Each member state enforces consumer law independently. "LegalBrand" in Germany challenged in France. Coordinate compliance across jurisdictions.
Distance Selling Compliance
E-commerce = distance selling contracts. Brand name on receipts, emails, legal notices. "TrustShop GmbH" must match legal entity on company registry. Trading name vs legal name coordination required.
The Returns Obligation
EU: 14-day cooling-off period mandatory. Brand name "NoReturns Ltd" = contradicts legal obligation. Can't disclaim statutory rights via branding. Consumer protection > brand messaging.
GDPR Brand Implications
"YourData Solutions" = data processing implied. GDPR compliance mandatory. DPO required if data processing = core activity. Brand name triggers regulatory classification.
Trademark Lens checks trademark availability but not regulatory compliance - specialist e-commerce attorney required for consumer law coordination.