Retailers, both online and in traditional brick-and-mortar stores, as well as suppliers and other middlemen, deal with hundreds, if not thousands, of products that are packaged and labeled with all kinds of verbiage—trademarks, product claims (“all natural;” “increases sexual function”), and geographic designations (“Colombian coffee”).
All of this content, potentially, carries with it liability. The Lanham Act includes several causes of action that can be triggered by the content of labelling. Potential claims under the Lanham Act include trademark infringement, false advertising, and false designation of (geographic) origin.
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