UK: TRADE MARK TRAVAILS.

The Trade Marks Act has opened the way for protection of colour, shape and smell in trade marks. But British companies should recognise more fundamental changes, says Alan Mitchell.

A tyre smelling of roses, two taps on the side of the nose with the index finger, that irritating jingle from the Direct Line ads - these are just some of the things that companies have sought to register as trade marks since the Trade Marks Act came into effect at the end of October last year.