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AdSlogans

‘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 the only search tool that has been designed specifically for checking slogans (also called straplines, taglines and endlines) and for the last 30 years has been used by the world’s leading advertising agencies, brand creation agencies, law firms and brand owner marketing and legal teams.

Why is AdSlogans different?

The conventional brand clearance process focusses on which trade marks have been registered. The problem with this approach is that many straplines /slogans are not registered and so are not picked up by these searches. Despite not being protected by a trade mark, they are often important parts of brand collateral and may be protectable under other areas of law, such as the tort of passing off.

Our AdSlogans unique search functionality at a fixed fee price allows you to verify or discount the use of general 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.

 

The AdSlogans database

  • A database of over 500,000 slogans, endlines, straplines and taglines
  • Jurisdictions - UK, Ire, USA, Canada, Australia, New Zealand with other English language lines from English-speaking countries and some limited foreign translations. We do not target specific countries outside these regions however, results may come through from other countries which we would then include in our final report.
  • Media: TV, cinema, print, radio and outdoor including some digital video and results from an internet search engine.

What’s included?

Option 1 – AdSlogans LineCheck (without trade mark search)

Our AdSlogans LineCheck contains details of unregistered or common-law use of the target line in advertising. It does not include trade mark register searches. 

Option 2 – AdSlogans LineCheck (including attorney-run trade mark search)

Our AdSlogans reports, including an attorney-run trade mark search, will include an additional document outlining relevant, statutory trade marks rights. This trade mark search should be considered a coarse search only, looking for identical or near-identical registrations that may pose a fatal block to use and/or registration.

Option 3 - Risk Assessment

The abovementioned reports detail relevant earlier 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. The AdSlogans analyst will highlight any areas of concern and may suggest further trade mark searches are undertaken.

 

Jurisdictions searched - 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.

 

Costs

AdSlogans LineCheck (without trade mark search) *
AdSlogans LineCheck (including attorney-run trade mark search) **

Standard

UK/Ire LineCheck on a 1-2 day turnaround = £375 (plus VAT)

Extended LineCheck on a 1-2 day turnaround = £550 (plus VAT)

Standard

UK/Ire LineCheck on a 1-2 day turnaround = £875 (plus VAT)

Extended LineCheck on a 1-2 day turnaround = £1050 (plus VAT)

Premium*

UK/Ire LineCheck same-day turnaround = £550 (plus VAT)

Extended LineCheck same-day turnaround = £750 (plus VAT)

*subject to confirmation before 11:00am and general availability

Premium*

UK/Ire LineCheck same-day turnaround = £1250 (plus VAT)

Extended LineCheck same-day turnaround = £1450 (plus VAT)

*subject to confirmation before 11:00am and general availability

Risk Assessment (within 2 working days after AdSlogans report)

UK/Ire = £400 (plus VAT)

Extended = £600 (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 call us on +44 20 7074 8379 or email us at adslogans@lewissilkin.com.

You can also cut and paste the form below and submit to adslogans@lewissilkin.com, and a member of the AdSlogans team will be in contact with you shortly.

ADSLOGANS ORDER FORM                                

Company/ Agency  
Contact Name
Line(s) to be searched   
UK/Ire or Extended (global)  
Do you require an Attorney run TM search? Yes/No   
Any specific countries of interest?                                           
Standard or Premium?  
Your Client / Brand / Sub-brand  
Category / Product Sector  
Any specific concerns?  
Purchase order / job number (required before search can proceed)   
Do you require a risk assessment on the results? Yes/No  
RISK ASSESSMENT DETAILS (complete if required)
Any specific countries of interest?  
Media (e.g. TV, Print, Radio etc)  
Is this search for (a) time limited campaign or (b) all branding going forward   

 

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