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Over the past decade, environmental ethics, ecology, and corporate responsibility have profoundly transformed consumer expectations and brand communication strategies. Today, they are key marketing arguments—but only when supported by genuine commitments. Otherwise, brands expose themselves to the risk of greenwashing, also known as ecological whitewashing. Greenwashing refers to communication practices that imply—directly or indirectly—that a product or service possesses environmental qualities that are unfounded, misleading, or unverifiable. In some cases, it also consists in diverting the consumer’s attention from the product’s actual environmental impact, which is often far less green than advertised. Examples: • The green packaging of AJAX “Fête […]

During this festive season of sales and promotions, many products are offered on the market at slashed prices. But behind the sparkling packaging lies a growing phenomenon that is pushing brands to be increasingly vigilant: “dupes.” These products, inspired by or copied from best-sellers—affordable and trendy—are winning over more and more consumers. What Is a “Dupe”? The word dupe comes from the English duplicate. It refers to a product inspired by or copied from another that is fashionable and trending on social media, but sold at a lower price. In essence, a dupe allows consumers to obtain a supposedly equivalent product […]

✨ MARK & LAW team wishes you all the best for 2026! ✨

We are pleased to share that Eléonore DAUPHANT will represent Mark & Law at the INTA Annual Meeting 2026, taking place in London from 2–6 May 2026. She will be delighted to meet colleagues, clients and friends from the IP community on this occasion. If you are attending, feel free to reach out to arrange a meeting !