San Diego Law Review

Library of Congress Authority File


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Advertisements which mention a competitor's product by name have become very popular. Many of those advertisements use the slogan, "If you like [Their Product], You'll Love [Our Product]." Courts differ as to whether a trademark owner can gain protection from the unauthorized use of its trademark in a "like/love" slogan. This Comment suggests that the slogans do not constitute comparative advertising and should be enjoined under the likelihood of confusion doctrine. This Comment further suggests that courts should consider application of the dilution doctrine in considering these slogans.

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