Skip to main content


‘Just Do it’, ‘The Ultimate Driving Machine’, ‘Every Little Helps’: Slogans are at the heart of some of the most iconic branding, yet checking that a new line has not been used before poses particular difficulties from a brand clearance perspective.

This is where AdSlogans comes in…

AdSlogans is a search tool that has been designed specifically for checking slogans (also called straplines, taglines and endlines).

Our AdSlogans search functionality at a fixed fee price allows you to verify or discount the use of trade marks, advertising slogans and straplines before you or your client have fallen in love with them … avoiding the all too common problem of being told later that it cannot be used without infringing third party rights.

What’s included? 

Our AdSlogans reports, including an attorney-run trade mark search, seek to identify relevant, statutory trade marks rights.

We also offer an assessment of the legal risks posed by the results. This service analyses the threats posed to use and registration of the proposed slogan and ranks them using an easy-to-follow traffic light system corresponding to the level of risk. Our attorney will provide a range in % of what high risk/medium risk and low risk mean. The trade mark attorney will highlight any areas of concern and may suggest further trade mark searches are undertaken. Our trade mark attorneys will confirm whether the searches have identified a potential risk, and that we should seek advice from a lawyer qualified in that territory.

The trade mark search should be considered a coarse search only, looking exclusively for identical or near-identical earlier trade mark rights that may pose an immediate and fatal block to use and/or registration, and the search does not extend to earlier confusingly similar trade mark rights that could also give rise to a threat to use and / or registration of the target line. For further information about our comprehensive trade mark searches, please contact our Brands & IP department.

Jurisdictions covered by the search - Trade Marks

‘UK/Ireland’: UK, Republic of Ireland, EUIPO (unitary trade mark protected 27 EU Member States) and International Trade Mark Registrations filed via WIPO that designate protection in the UK, Republic of Ireland or EUIPO.

‘Extended’: UK, Ireland, EUIPO, USA, Canada, Australia, New Zealand, Singapore and International Trade Mark Registrations filed via WIPO designating those territories.


AdSlogans LineCheck (per line, including identical trade mark register search and risk assessment)


UK / Ireland LineCheck on a 4 - 5 day turnaround = £1,300 (plus VAT)

Extended LineCheck on a 4 -5 day turnaround = £1,800 (plus VAT)


UK/Ire LineCheck on a 2-day turnaround = £1,700 (plus VAT)

Extended LineCheck on a 2-day turnaround = £2,250 (plus VAT)

What other searches are available outside of the AdSlogans service?

In addition to more detailed trade mark searches, we provide domain name, company name, registered design and common law searches. We also provide investigation services.

Contact details

If you have any questions, or would like to order an AdSlogans search please email us at


Related items

Related sectors

Ads and Brand Law Digest April 2022

13 April 2022

Welcome to the April 2022 edition of our Digest, covering legal and regulatory developments from the last few weeks relevant to advertising, marketing and brand-owning businesses. As usual, for each item we provide a succinct summary accompanied by a link to the full text of the relevant official source or our own report.


IP360 Seminar Series: An introduction to AdSlogans

15 July 2020

This IP360 seminar series, with weekly events will cover the full spectrum of your IP needs. In today’s world, we recognise that having a co-ordinated global IP strategy has never been more critical. This seminar series is designed to help you develop a consistent approach across the registration, management, commercialisation, defence and enforcement of all your IP assets.


Media coverage from Lewis Silkin's acquisition of Adslogans

12 April 2018

The announcement that Lewis Silkin has acquired Adslogans has sparked media interest, including comment from our Trade Mark and IP Portfolio Management Partner, Dominic Farnsworth.

Apprentice Work Laptop

Dominic Farnsworth comments for The Global Legal Post: Lewis Silkin acquires slogan company to expand trade mark and brand services

11 April 2018

In an article for The Global Legal Post, Dominic Farnsworth states the acquisition of Adslogans will "offer a seamless and value-adding service to clients looking for added peace of mind on branding projects and campaigns."

Lewis Silkin acquires Adslogans to expand trade mark and brand services

10 April 2018

Top 100 UK law firm Lewis Silkin LLP today announces the acquisition of the specialist global marketing slogan search and resource provider, Adslogans, as the firm continues to expand and diversify its market-leading suite of legal and complementary non-legal services to brand owner community and the creative industries.

Back To Top