Protection for EU names in the UK *applies* "unless and until" a new deal can be agreed. Without a new deal the protection continues. And the Withdrawal agreement only applies to EU names in the UK: assets.publishing.service.gov.uk/government/upl…
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They don't say why but it's got to be because the EU won't change the criteria for registering its own names, and it's bound by WTO TRIPS Art.3 on national treatment
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ec.europa.eu/commission/pre…