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Consumer Confusion

The Challenges and Opportunities of Using New Technologies to Protect Brands from Counterfeiting and Brand Abuse

The internet’s continued growth as a distribution platform is creating a new set of challenges around the infringement of intellectual property. From brands who market physical products to individual creatives who rely on their artistic talent, the cannibalizing tendency of the net to share, reshare and adapt means that genuine origins, proper attribution and the authenticity of merchandise can become obscured. In a world where it has become increasingly difficult to say with certainty who created what, some brands are…