01
The name
A registered name can be used only by producers who follow its specification and are verified to do so.
PROTECTED FOOD NAMES
A protected name is not there to be borrowed.
In adverts, online shops, marketplaces and domain names.
01 / 08The name
A name that guarantees an origin
Stilton Blue Cheese, Scotch Whisky and Cornish Pasty are names on the UK GI scheme registers. A producer can make and sell a product under a registered name only by following its specification and being verified to do so.
02 / 08The advert
“Stilton-style” still evokes the name
The rules protect a registered name against misuse, imitation and evocation, even when it comes with an expression such as “style”, “type” or “method”. The advert leans on a reputation that is not its own.
03 / 08The online shop
Saying where it comes from does not fix it
A specialist shop sells a “Scotch type” blended whisky distilled elsewhere, and says so. The protection applies even if the true origin of the product is indicated.
04 / 08The marketplace
Four listings, two misuses
The UK rules protect a registered name against any direct or indirect commercial use on products the registration does not cover. They do not single out online selling, and they make no exception for it. In the same results, the genuine product sits beside those that only borrow its name.
05 / 08The domain
The protected name, inside the web address
A shop puts Scotch Whisky in its web address and sells whiskies made elsewhere. The UK rules say nothing specific about domain names; the EU regulation does, for all domain names accessible in the Union. Either way, the address shows the name being used to sell, and we record it as evidence.
06 / 08The rule
What article 13 prohibits
In Great Britain, assimilated Regulation (EU) No 1151/2012 protects registered food names against any direct or indirect commercial use on products the registration does not cover, against any misuse, imitation or evocation, and against any other false or misleading indication, including in advertising material. Wines and spirit drinks are protected in almost the same words by regulations of their own.
07 / 08Monitoring
VigiaLabs finds where the name appears
We check adverts, online shops, marketplaces and domain names for the protected name. Each finding is kept with its dated screenshot, the web address, the seller and the wording used.
08 / 08The case file
The evidence, ready to act on
The producer group receives the case file. With its authorisation, we alert the advertiser or the shop and notify the platform. For food names, the group can also inform the competent authority, which must take steps to prevent or stop the unlawful use of protected names marketed in Great Britain.
The name means origin again.
Description of each scene
- A name that guarantees an origin. A browser window headed “Three names on the UK GI scheme registers” with three products: a wedge of cheese labelled “Stilton Blue Cheese”, a bottle of spirits labelled “Scotch Whisky” and a pack labelled “Cornish Pasty”. A gold seal with the letters “GI” appears above each. On the right, under “What the name guarantees”, a large “GI” seal and the label “Origin and method, verified”.
- “Stilton-style” still evokes the name. “stilton cheese” is typed into the search engine. Two adverts appear: “Stilton-style cheese”, with “Next-day delivery · Made outside the area”, which is outlined in red, and “Stilton Blue Cheese PDO”, with “Made to the registered specification”. On the right, a card “What the advert says” with “Stilton-style cheese” and “Next-day delivery”, and below it the label “‘Style’ still evokes the name”.
- Saying where it comes from does not fix it. A product page in an online shop: a bottle of spirits, the title “Blended whisky Scotch type”, with “Scotch type” in red and underlined, the line “Origin: outside Scotland”, the price “£24.90” and the button “Add to basket”. On the right, three numbered labels appear: “Uses the name without the right”, “‘Type’ does not excuse it” and “Nor does stating the origin”.
- Four listings, two misuses. A marketplace, headed “Marketplace › Pies and pasties”, shows four listings for pasties: “Cornish Pasty PGI, pack of 2”, from Seller A, which receives a tick; “Steak pasty Cornish style”, from Seller B, and “Beef pasty Cornish method”, from Seller C, which are outlined in red and marked with a cross; and “Steak and vegetable pasty”, from Seller D, with no mark. On the right, three numbered labels: “4 listings for the same product”, “2 use the name without the right” and “Any commercial use is covered”.
- The protected name, inside the web address. A large address bar shows “scotchwhisky-direct.example”, with “scotchwhisky” in red, and is outlined in red. Below it, the shop on that domain: “Imported whiskies from £14.90” and three bottles. On the right, three numbered labels: “Protected name in the domain”, “Used to sell other whiskies” and “Recorded as evidence of use”.
- What article 13 prohibits. The marketplace listings, with their marks, and on the right a card “Regulation (EU) No 1151/2012 · Article 13, as assimilated” with three rows that each receive a tick: “Commercial use on other products”, Prohibited; “Misuse, imitation or evocation”, Prohibited; and “False or misleading indications”, Prohibited.
- VigiaLabs finds where the name appears. The VigiaLabs lighthouse sweeps the marketplace listings and a capture dot appears on each one. A case file records four items: “Dated screenshot of each listing”, “Wording used: Cornish style”, “Seller and web address” and “Rule: art. 13, Reg. 1151/2012”, alongside “Screenshot · date · time · URL”.
- The evidence, ready to act on. Three paths lead from the case file to “Producer group”, “Advertiser” and “Platform”. “Case file with the evidence” appears, with “Notice to seller and platform” and “Follow-up until it is corrected”. In the window the three genuine products return, each with its seal and a tick.
IN SHORT
A name that guarantees an origin
Stilton Blue Cheese, Scotch Whisky and Cornish Pasty are names on the UK GI scheme registers. A producer can make and sell a product under a registered name only by following its specification and being verified to do so.
02
The advert
Adding “style”, “type” or “method” does not avoid the infringement: the name is still evoked.
03
The online shop
Stating the product’s true origin does not permit use of the name.
04
The marketplace
The UK rules cover any direct or indirect commercial use, with no exception for online listings.
05
The domain
The UK rules do not mention domain names; the EU regulation does. A web address is still evidence of how a name is used.
06
Monitoring
VigiaLabs searches for the name and keeps each finding with its evidence.
OUR APPROACH
Your reputation extends beyond your website.
What we examine
- Brand mentions and visuals
- Network membership claims
- Changes on observed pages
What you gain
Visibility into possible confusion affecting your brand and authorised partners.
- 01
VigiaLabs finds where the name appears
We check adverts, online shops, marketplaces and domain names for the protected name. Each finding is kept with its dated screenshot, the web address, the seller and the wording used.
- 02
What article 13 prohibits
In Great Britain, assimilated Regulation (EU) No 1151/2012 protects registered food names against any direct or indirect commercial use on products the registration does not cover, against any misuse, imitation or evocation, and against any other false or misleading indication, including in advertising material. Wines and spirit drinks are protected in almost the same words by regulations of their own.
- 03
The evidence, ready to act on
The producer group receives the case file. With its authorisation, we alert the advertiser or the shop and notify the platform. For food names, the group can also inform the competent authority, which must take steps to prevent or stop the unlawful use of protected names marketed in Great Britain.
WHO IT IS FOR
Whoever looks after a name needs to know where it is used.
Under the food names regulation, a producer group is entitled to monitor the use of the name in trade, to inform the competent authority where necessary and to take action to ensure adequate legal protection of the name (assimilated Regulation (EU) No 1151/2012, article 45).
01
Producer groups and trade associations
Know which adverts, shops and domains show the name and who is using it without following the specification. For food names, an enforcement body can serve a compliance notice saying how the name is being misused; failing to comply can lead to a penalty of up to £40,000.
02
Verified producers
Those who follow the specification and are verified compete with those who only borrow the name. The case file shows, case by case, what is offered, where and in what words.
03
Law firms and trade mark attorneys
Receive the facts already documented, with screenshot, date and web address, for a letter to the seller, a notice to the platform or a complaint to the enforcement body. For wine and spirit drink names, GOV.UK guidance says that a business that does not follow the enforcement body’s notice could be prosecuted.
WHAT IS PROTECTED
Three groups of products; the UK schemes cover two of them.
In Great Britain, food, wine and spirit drink names are each protected by their own assimilated regulation, in almost the same words. In Northern Ireland the EU schemes apply. None of the UK GI schemes covers craft and industrial products.
01
Food and agricultural products
Protected designation of origin (PDO) or protected geographical indication (PGI): cheese, meat, fish, fruit and vegetables, baked goods, salt, beer, cider and perry. The UK register holds 80 names of UK origin, 28 PDOs and 52 PGIs, alongside the EU names that were protected at the end of 2020. Gower Salt Marsh Lamb and Welsh Heather Honey are among those registered since then.
02
Wines and spirit drinks
Wines are registered as PDOs or PGIs: the UK register holds 6 names of UK origin, among them Sussex and English. Spirit drinks have a single type, the geographical indication (GI): there are 8 of UK origin, among them Scotch Whisky and Somerset Cider Brandy, and English Whisky was registered on 1 October 2026. For both, “flavour” and “like” join “style”, “type” and “method” among the expressions that do not excuse an evocation.
03
Craft and industrial products
There are four UK GI schemes: for food and agricultural products, wine, aromatised wine and spirit drinks. None is for craft and industrial products. The EU has had a scheme for them since 1 December 2025 (Regulation (EU) 2023/2411), with a register of its own; under the Windsor Framework that scheme now applies in Northern Ireland, where the Intellectual Property Office will administer it. Harris Tweed is protected in a different way, by an Act of Parliament: the Harris Tweed Act 1993 defines the cloth and set up the Harris Tweed Authority.
Food and agricultural products
- Stilton Blue Cheese
- West Country Farmhouse Cheddar Cheese
- Cornish Pasty
- Melton Mowbray Pork Pie
- Welsh Lamb
- Scotch Beef
- Arbroath Smokies
- Cornish Clotted Cream
- Jersey Royal Potatoes
- Yorkshire Forced Rhubarb
- Anglesey Sea Salt / Halen Môn
- Herefordshire Cider
Wines
- Sussex
- English
- Welsh
- Darnibole
- English Regional
- Welsh Regional
Spirit drinks
- Scotch Whisky
- Single Malt Welsh Whisky / Wisgi Cymreig Brag Sengl
- English Whisky / English Whiskey
- Somerset Cider Brandy
- Dovey Native Botanical Gin
Official sources read on 7 October 2026. The figures are a count of the UK registers on that date.
BY PRODUCT
Each product family has its own case.
The protection is shared; the way the name gets borrowed changes with the product.
Wine and spirits“Sussex-style” sparkling wine, “Welsh type” single malt or a web address built on a protected name. See in eight scenes how VigiaLabs detects and documents the online misuse of protected wine and spirit drink names.See the case in eight scenesCheese“Single Gloucester-style”, “Yorkshire Wensleydale type” or a web address built on a protected cheese name. See in eight scenes how VigiaLabs detects and documents the online misuse of protected cheese names.See the case in eight scenesIbérico brand and identity protectionShops and adverts that call hams without the black seal “pata negra”, or claim a protected designation of origin the product does not hold. See in eight scenes how VigiaLabs detects and documents it.See the case in eight scenes
Illustrative caseVL / DOP
Marketplace › Pies and pastiesCornish Pasty PGI, pack of 2Seller ASteak pasty Cornish styleSeller BBeef pasty Cornish methodSeller CSteak and vegetable pastySeller D
What the advert saysStilton-style cheeseNext-day delivery · Made outside the area
The rule
What article 13 prohibits
In Great Britain, assimilated Regulation (EU) No 1151/2012 protects registered food names against any direct or indirect commercial use on products the registration does not cover, against any misuse, imitation or evocation, and against any other false or misleading indication, including in advertising material. Wines and spirit drinks are protected in almost the same words by regulations of their own.
MonitoringWe check adverts, online shops, marketplaces and domain names for the protected name. Each finding is kept with its dated screenshot, the web address, the seller and the wording used.
- 01Dated screenshot of each listing
- 02Wording used: Cornish style
- 03Seller and web address
- 04Rule: art. 13, Reg. 1151/2012
PUTTING THE PLATFORM ON NOTICE
The platform decides. The case file puts on record that it was told.
Whether an ad is removed is the platform’s decision. A case file with dated, verifiable evidence puts on record that it was told. Under the Electronic Commerce (EC Directive) Regulations 2002, a host is not liable for what it stores while it has no actual knowledge that it is unlawful; once it knows, it keeps that protection only if it acts expeditiously to remove the information or disable access to it.
What a court looks at in a notice
- Whether it reached the provider through its published contact details
- The sender’s full name and address
- Where the information is
- Why it is unlawful
What a notice does not guarantee
No notice guarantees removal. Knowledge is judged ad by ad: the record does not make the platform liable for what it was never told about, and whether the protection is lost in a given case is for a court to decide.
- 01
A notice the platform can check
Each notice gives the exact address of the ad, explains why it is unlawful and attaches dated evidence that a third party can verify. The platform can assess the facts without investigating them itself.
- 02
A record of notices and replies
VigiaLabs keeps every notice sent and every decision of the platform, with their dates. If the ad comes back, it is documented again and added to the same record.
- 03
If the breach continues
The record shows what the platform was told and when. A court deciding whether the platform had actual knowledge takes into account the notices it received and what they contained.
- 04
If the platform does not act
VigiaLabs follows each notice until the platform decides. If the matter is to go to an authority or to court, you or your adviser take it there with the same record.
GLOSSARY
The terms and the sources, in plain view.
Every case is documented with sources and context. Scope is agreed for each market; the references on this page are to the law of the United Kingdom.
- PDO (protected designation of origin)
- The name of a product whose quality or characteristics are essentially or exclusively due to a particular geographical environment, and whose production steps all take place in the defined area.
- PGI (protected geographical indication)
- The name of a product whose quality, reputation or other characteristic is essentially attributable to its geographical origin, with at least one production step taking place in the defined area.
- GI (geographical indication)
- The name the UK schemes give to the protection as a whole. Food and wine names are registered as PDOs or PGIs; for spirit drinks, GI is the only type.
- Product specification
- The published document that sets out what the product is, where it is made and how. To use the name, a producer must follow it and be verified to do so.
- Evocation
- A term, image or sign that brings the protected product to the consumer’s mind, even though the registered name is not used in full.
- Producer group
- The producers working with the same product. Under the food names regulation, a group may monitor the use of the name in trade and inform the competent authority.
- Competent authority
- The Department for Environment, Food and Rural Affairs (Defra) for the GI schemes in the UK. For food names, it must take steps to prevent or stop unlawful use in Great Britain.
- Compliance notice
- A written notice telling a business how it is misusing a protected food name and how to put it right. Failing to comply can lead to a penalty of up to £40,000.
- Assimilated regulation
- An EU regulation that still applies in Great Britain, as amended by UK legislation. The text in force is published on legislation.gov.uk.
- Great Britain and Northern Ireland
- The UK GI schemes protect registered names on products sold in Great Britain. In Northern Ireland, as in the EU, the EU GI schemes apply.
References
- Regulation (EU) No 1151/2012 as assimilated, articles 12, 13 and 45 (legislation.gov.uk)
- Protected geographical food and drink names: UK GI schemes (GOV.UK)
- Using a protected geographical food or drink name: UK GI scheme rules (GOV.UK)
- Protected geographical food and drink names: UK registers (GOV.UK)
- Regulation (EU) 2024/1143, article 26 (EUR-Lex)
- The Quality Schemes (Agricultural Products and Foodstuffs) Regulations 2018, regulations 12 and 13 (legislation.gov.uk)
- Regulation (EU) No 1308/2013 as assimilated, article 103: wine names (legislation.gov.uk)
- Regulation (EU) 2019/787 as assimilated, article 21: spirit drink names (legislation.gov.uk)
- Harris Tweed Act 1993 (legislation.gov.uk)
- Regulation (EU) 2023/2411, on craft and industrial products (EUR-Lex)
- Electronic Commerce (EC Directive) Regulations 2002, regulation 19
- Electronic Commerce (EC Directive) Regulations 2002, regulation 22
FREQUENTLY ASKED QUESTIONS
Those who borrow a protected name compete on someone else’s reputation.
Adding “style” or “type” is enough to sell on the work of the producers who follow the specification. Monitoring where the name appears helps verified producers to compete on equal terms.
Can a producer group monitor how its protected food name is used online?
Yes. Under the food names regulation that applies in Great Britain, a producer group is entitled to monitor the use of the name in trade and to inform the competent authority where necessary (assimilated Regulation (EU) No 1151/2012, article 45). VigiaLabs checks adverts, online shops, marketplaces and domain names for the protected name and keeps each finding with its dated screenshot, the web address, the seller and the wording used.
Is it legal in Great Britain to sell a product as the “style” or “type” of a protected name?
No, if the registration does not cover the product. In Great Britain, assimilated Regulation (EU) No 1151/2012 protects registered food names against any misuse, imitation or evocation, even when the name comes with an expression such as “style”, “type” or “method”, and even if the true origin of the product is indicated. Wines and spirit drinks are protected in almost the same words by regulations of their own.
I am a verified producer and others sell under the protected name without the right to it. What can I do?
Document each case and take it to your producer group. Those who follow the specification and are verified compete with those who only borrow the name. The case file shows, case by case, what is offered, where and in what words.
Can a marketplace or a platform be asked to take down a listing that uses the protected name?
Yes, the listing can be reported to the platform, which decides what to do with it. The UK rules protect a registered name against any direct or indirect commercial use on products the registration does not cover, with no exception for online selling. With the producer group’s authorisation, VigiaLabs alerts the advertiser or the shop and notifies the platform. For food names, the group can also inform the competent authority.
Which names are protected, and where does the protection apply?
The names on the UK GI scheme registers. Food and wine names are registered as protected designations of origin (PDO) or protected geographical indications (PGI); for spirit drinks, the geographical indication (GI) is the only type. The UK schemes protect registered names on products sold in Great Britain; in Northern Ireland the EU schemes apply. None of the UK schemes covers craft and industrial products.
What happens if the platform does not remove the reported ad?
The decision is the platform’s, but it is on record. VigiaLabs keeps every notice, with its dated evidence, and every reply. Under the Electronic Commerce (EC Directive) Regulations 2002, a host that has actual knowledge of unlawful information keeps its protection from liability only if it acts expeditiously to remove it. With that record, you or your adviser can take the matter to an authority or to court.
LET’S LOOK FURTHER
A clearer view starts
with a conversation.
Tell us what you want to monitor. Together, we will define a scope that makes sense for your business.
Discuss your projectcontact@vigialabs.ai
A focused conversation about your goals, markets and priorities.