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exclusively of signs or indications which may serve, in trade, to designate the kind, quality, quantity, intended purpose, value, place of origin, of the goods, or the time of production, or have become customary in the current language or in the bona fide and established practices of the trade of the country where protection is claimed; 3. when they are contrary to morality or public order and, in particular, of such a nature as to deceive the public. It is understood that a mark may not be considered contrary to public order for the sole reason that it does not conform to a provision of the legislation on marks, except if such provision itself relates to public order.”). Neil Collishaw et al., supra note 1, at 4 (“TRIPS may be used to challenge restraints on tobacco marketing as unjustified re s t r i c t i o n s o n t h e u s e o f trademarks.”). Tr a d e - R e l a t e d A s p e c t s o f International Property Rights (TRIPS) Agreement art. 20, Jan. 1, 1995 (Further providing that “[t]his will not preclude a requirement prescribing the use of the trademark identifying the undertaking producing the goods or services along with, but without linking it to, the trademark distinguishing the specific goods or services in question of that undertaking.”). See Benn McGrady, TRIPS and Trademarks: The Case of Tobacco, World Trade Review, 3(1), 53-82, 60, 63 (2004). See id. at 64. See Panel Report, Australia – Tobacco Plain Packaging (Cuba), ¶ 7.2402 & 7.2403–7.2404, WTO. Doc. WT/DS435/R (adopted June 28, 2018). TRIPS Agreement, supra note 39, at art. 7 (“the protection and enforcement of intellectual property rights should contribute to the promotion of technological innovation and to the transfer and dissemination of technology, to the mutual advantage of producers and users of technological knowledge and in a manner conducive to social and economic welfare, and to a balance of rights and obligations.”). See Report of the Panel, Thailand— Restrictions on Importation of and Internal Taxes on Cigarettes, ¶¶ 74–75, DS10/R–37S/200 (Nov. 7, 1990), [hereafter Thailand Restrictions]. See id. at ¶ 73. See Appellate Body Report,
European Communities—Measures Affecting Asbestos and AsbestosContaining Products, ¶ 172, WTO Doc. WT/DS135/AB/R (adopted Mar. 12, 2001). 60. See Daniel Gervais, Analysis o f t h e C o m pat i b i l i t y o f certain Tobacco Product Packaging Rules with the TRIPS Agreement and the Paris Convention 18 (2010), https://www.jti.com/sites/default/ files/key-regulatory-submissionsdocuments/expert-reports/ intellectual-property/1-gervais. pdf (last visited June 24, 2020) (arguing Article 8 informs the analysis of justification and necessity test despite not being written as an exception to the rules in a WTO agreement). 61. For similar analysis on justification and necessity see id. at 23-30 (applying to the tobacco plain packaging measure). 62. General Agreement on Tariffs and Trade, Oct. 30, 1947, 61 Stat. A-11, 55 U.N.T.S. 194. 63. See Joseph N. Eckhardt, Balancing Interests in Free Trade and Health: How the WHO’s Framework Convention on Tobacco Control Can Withstand WTO Scrutiny, 12 Duke J. Comp. & Int’l L. 197, 226 (2002). 64. Thailand–Restrictions, supra note 48, at 22, ¶ 78. 65. S e e E . R . S h a f f e r, e t a l . , International Trade Agreements: A Threat to Tobacco Control Policy, 14 Tobacco Control (Supp. II) ii22-ii23 (2005) [doi: 10.1136/ tc.2004.007930]. 66. See id. 67. See also Collishaw, et al., supra note 1, at 3-4 (arguing The GATS may be used to challenge government attempts to regulate cigarette advertising … if these activities are in sectors which are in the schedule of sectors where national treatment and market access provisions apply). 68. See Callard, et al., supra note 2, at 29. 69. See M. Assunta & S. Chapman, The Tobacco Industry’s Accounts of Refining Indirect Tobacco Advertising in Malaysia, 13 (Supplement 2) Tobacco Control 64 (2004). 70. See Callard et al., supra note 1, at 29–30. 71. World Trade Organization, The WTO Agreement Series, Technical Barriers to Trade (1995), https://www.wto.org/ english/res_e/publications_e/ tbttotrade_e.pdf. 72. In Australia – Tobacco Plain Packing, the Panel finds that “while the Article 11 and Article
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