Luxembourg: Advertising, Marketing & Branding

Luxury brands are expanding beyond traditional product categories into wellness, hospitality, and experiential services, fundamentally transforming how trademark protection must adapt. As fashion houses open cafés, beauty brands operate spas, and heritage maisons launch wellness programs, the legal framework struggles to keep pace with ecosystem-based diversification that challenges conventional notions of brand boundaries and distinctiveness.

Although the SCS, SCSp and SCA are all "partnerships", the SCS and the SCSp are comparable to Anglo-Saxon types of partnerships...

The law of 26 February 2021 amending the law of 27 July 1991 on electronic media and implementing the Audiovisual Media Services Directive was adopted on 26 February 2021 to implement the so-called audiovisual Media Services Directive.