Chapter 1: Overview of International Dilution Law
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Trademark law in common law countries historically is based on the proposition that no one is entitled to misrepresent his or her goods as the goods of someone else. This chapter discusses trademark law’s beginnings in the 18th century and how it has evolved to encompass various forms of consumer confusion in addition to source confusion; reverse confusion; initial interest confusion; and post-purchase confusion. The chapter goes on to discuss how passing off law originally required the goods of the respective parties to be of the same description, but then in the early 20th century the courts gradually began to expand the scope of trademark protection even in cases where the respective goods were dissimilar.

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