Protection of «FOOD PRESENTATION» in the MENA REGION Presented by: Ramzi Tarazi APPIMAF - SABA IP...

Protection of «FOOD PRESENTATION» in the MENA REGION

Presented by: Ramzi Tarazi APPIMAF - SABA IP

22 giugno 2015 – Food Design: valore e tutela – Milano

OUTLINEI. INTRODUCTION: Middle Eastern CuisineII. IP PROTECTION

1. Copyright Lawa. General Informationb. Criteria for Protectionc. Preliminary Supposition

2. Trademark Lawa. General Informationb. Criteria for Protectionc. Famous Trademarks

3. Industrial Design Lawa. General Informationb. Criteria for Protection

III. CASE STUDY: What about SHAKERMANJI?IV. STATISTICSV. CONCLUSION

22 giugno 2015 – Food Design: valore e tutela – Milano

22 giugno 2015 – Food Design: valore e tutela – Milano

Hummus Manakeesh Falafel Tabouleh

Fattoush Moutabal/baba ghanoush Shish tawook Kafta

Mansaf Baklava Knafeh Shawarma

I. INTRODUCTION: Middle Eastern Cuisine

I. INTRODUCTION: Middle Eastern Cuisine

Youssef AkikiRouba KhalilGeorges BerberiGeorges El KikReem Azoury Abdallah Khoder

22 giugno 2015 – Food Design: valore e tutela – Milano

22 giugno 2015 – Food Design: valore e tutela – Milano

I. INTRODUCTION: Middle Eastern Cuisine

II. IP PROTECTION:

22 giugno 2015 – Food Design: valore e tutela – Milano

1. Copyright Protection: Can artistic food plating fulfill copyright’s requirement of being an original work?

2. Trade Dress Protection: Can artistic food plating function as protectable trade dress?

3. Industrial Design Protection: Can artistic food plating be protected as an industrial design?

II. IP PROTECTION: Copyright – General Information

22 giugno 2015 – Food Design: valore e tutela – Milano

• Members of Berne Convention except for Gaza, Iran, Iraq and West Bank.

• Members of the WTO which extends to the TRIPS agreement.

• Copyright laws introduced in all countries, either by their own codes or by including them in general codes, except for Gaza, West Bank and Libya

II. IP PROTECTION: Copyright – Criteria for Protection

22 giugno 2015 – Food Design: valore e tutela – Milano

• The design should be creative enough to meet the originality standard of copyright law.Originality

• There is a “fixation” requirement – tangible medium of expression.Recorded in a material form

II. IP PROTECTION: Copyright – Preliminary Supposition

22 giugno 2015 – Food Design: valore e tutela – Milano

May meet originality but likely not entitled to protection because

of the fixation requirement.

File in countries where examination is

performed on formal grounds only – Lebanon and Oman. “Extend” via

Berne Convention.

22 giugno 2015 – Food Design: valore e tutela – Milano

II. IP PROTECTION: Trade Dress – General Information• There are no specific requirements

when it comes to the registration of marks in classes 29 and 30

• Searches between related classes, namely classes 29 and 30, are not performed on an ex-officio basis.

• Cross examination is not performed unless we are dealing with a famous mark

• All countries are members of the Paris Convention

22 giugno 2015 – Food Design: valore e tutela – Milano

Simple trademark application

Distinctiveness and functionality

II. IP PROTECTION: Trade Dress – Criteria for Protection

22 giugno 2015 – Food Design: valore e tutela – Milano

II. IP PROTECTION: Trade Dress – Famous Trademarks

Article 6bis

duration &

geographic

extent of sales

sales figures

advertising

figures & samples

of advertisi

ng

awards,

reviews &

press report

s

reputation of mark within

relevant trade &

consumer groups

expert testimon

y & surveys

22 giugno 2015 – Food Design: valore e tutela – Milano

II. IP PROTECTION: Trade Dress – Likelihood of Confusion

• The appearance, pronunciation, meaning, and commercial impression of the respective marks

• Relatedness of goods

• Sophistication of consumers

22 giugno 2015 – Food Design: valore e tutela – Milano

II. IP PROTECTION: Industrial Design – General Information

•Laws introduced in almost all countries.Laws•On average 5 to 15 yearsProtection Term

•Possible for all countries except Gaza, Saudi Arabia, UAE, West Bank and Yemen

Applications with multiple figures

22 giugno 2015 – Food Design: valore e tutela – Milano

II. IP PROTECTION: Industrial Design – Criteria for Protection

Novelty

Non-obviousness

22 giugno 2015 – Food Design: valore e tutela – Milano

III. CASE STUDY: What about SHAKERMANJI?

Video

22 giugno 2015 – Food Design: valore e tutela – Milano

IV. STATISTICS Three-dimensional marks (shape of product) in classes 29 &

30 in 2005 - 2015

Other

Bottle*

Box*

Bar*

* less than 1%

22 giugno 2015 – Food Design: valore e tutela – Milano

A number of factor would affect our decision in choosing the best filing strategy including budget constraints , level of risk the applicant is willing to take and the protection term required.

It would be useful in some cases to file an application for copyright in countries where examination in performed on formal grounds only (Lebanon). This also applies to trademark and designs.

Even though chefs may have these options under intellectual property law, they are not guaranteed to prevail in an infringement action, nor would chefs necessarily want to use intellectual property laws to protect their dishes in light of the accepted culture of sharing and borrowing in the cuisine industry.

V. CONCLUSION

r taraz i@sabaip.com

THANK YOU

22 giugno 2015 – Food Design: valore e tutela – Milano