A landmark court case win by Norfolk Trading Standards in the UK against a city centre bar which was found guilty of ‘passing off’ Jägermeister, has highlighted the need for greater awareness and education among trade and consumers.
The city centre bar in Norwich was fined in excess of £16,000 for deceiving the public and for misusing Jägermeister trademarks on their promotional material in outlet.
The court case brought to life the issue of ‘passing off’, which is serving consumers, without notifying them, what they are led to believe is genuine Jägermeister, but in fact is an imitation product.
Consumers are encouraged to contact the National Standards Authority of Ireland (NSAI) or Competition & Consumer Protection Commission (CCPC) if they experience any instances of ‘passing off’.
Jägermeister, the 7th best-selling spirit brand in the Irish on-trade, is working with its licensees to ensure that all the required trading standards are met, and are calling on consumers to remain vigilant and demand they are served what has been ordered.
Basic consumer rights stipulate that customers should not be misled when purchasing products they have asked for – if ordering a premium spirit or specific brand, they expect to be served with that premium product rather than an imitation or cheaper version.
Dr.Finke, Head of Raw Materials & Manufacturing at Jägermeister, commented: “Practices such as ‘passing off’ damage the Jägermeister brand, as well as that of the offending licensee who will build mistrust among their consumers. We are extremely lucky that the licensees we work with are responsible business owners, and we will continue to work to ensure that we are supporting them, and increasing the education surrounding the dos and don’ts and their responsibility in this area in keeping with the law.
“We would also advise members of the public to be aware of their consumer rights, and not to accept an imitation product in the place of the real thing, if they are aware that this is happening.”