A01 chaf6542 06 se fm indd

Intellectual property 

rights (IPR)

Protect the intangible 

property created 

by corporations or 

individuals that is 

protected under 

copyright, trade secret 

and patent laws.

Trademark

A trademark is a unique 

word or phrase that 

distinguishes your 

company. The mark can 

be registered as plain or 

designed text, artwork or 

a combination.

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Part 1  Introduction

  7  Advertising on the Internet 

 Advertising standards that are enforced by independent agencies such as the UK’s Advertising 

Standards Authority Code also apply in the Internet environment. They are traditionally less 

strongly policed, leading to more ‘edgy’ creative executions online which are intended to 

have a viral effect. 

 The  Out-  Law site gives more information ( 

www.out‑law.com/page‑5604

 ).