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Vera Lynn’s gin dispute is a window on a fascinating trademark problem

Everyone knows a bit of cockney rhyming slang, but what if your own name is the one being used, and then somebody tries to use it as their brand? This is exactly what happened to the singer Dame Vera Lynn, who has just been awarded £1,800 in legal costs from a gin company which was trying to trademark Vera’s name.

The 102-year-old got wind of plans by Halewood International to register the trademark “Vera Lynn” in the middle of 2018, but decided to challenge it because she felt it could be seen as an endorsement.

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