This is a common question in the fashion and advertising market. The creative use of language, in slogans, catchphrases and advertising headlines, can become a strategic asset for a brand. But, after all, is it possible to prevent another company from using the same phrase?

Without you realizing it, your brand may be building a valuable legal asset and leaving it unprotected. The way in which visual elements are organized, colors, formats, product layout, ambiance, packaging identity, display windows and even fragrances can create a unique set that is recognizable to the consumer. In law, this set is called trade dress.

In the world of fashion, where image, branding and communication go hand in hand, advertising cannot be treated as just a marketing strategy; it is also a serious legal issue. Brazilian legislation, especially the Consumer Protection Code (CDC), is quite clear when it comes to misleading and abusive advertising, providing for sanctions for those who mislead consumers, even if unintentionally.

On May 5, 2025, the National Institute of Metrology, Quality and Technology (INMETRO) opened Public Consultation No. 12/2025, with the aim of establishing new technical regulations for footwear labeling in Brazil. The proposal requires a national standard for information on the labels of footwear sold in the country, whether locally produced or imported. The measure covers both physical and online sales.