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Volume19
Year2010
TitleNew Technologies, New Trademarks: A Review Essay
Author(s)Megan Bartkowski
First Page431
AbstractThe United States and the European Union (EU) both register nontraditional trademarks, but differ from each other in their registration requirements. In Something Old, Something New, Something Borrowed, Something Blue: A New Tradition in Nontraditional Trademark Registrations, Melissa Roth argues that current U.S. registration procedures for nontraditional trademarks "do not effectively serve the interests of consumer, manufacturers, or the marketplace," and suggests that U.S. adoption of EU registration procedure for these marks "would greatly benefit United States trademark law." I compare these two registration systems for nontraditional marks while reviewing her article.