Trading standards said some sellers had breached copyright and trademark law.

Under trademark law, dilution occurs either when unauthorized use of a mark blurs the distinctive nature of the mark or tarnishes it.

The act covered many different aspects of trademark law but failed to cover trademark counterfeiting.

Copyright, patent, trade secret and trademark law, are the primary sources of legal protection at issue on the topic.

In other words, unlike ordinary trademark law, dilution protection extends to trademark uses that do not confuse consumers regarding who has made a product.