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Policy and Advocacy
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What is dilution?

Dilution is the lessening of the capacity of a famous mark to identify and distinguish goods or services, regardless of the presence or absence of competition between the owner of the famous mark and other parties, or of likelihood of confusion. See Famous Marks/Well-known Marks to learn more about trademarks that may be entitled to protection against dilution.

INTA's position

INTA supports efforts to protect famous marks from diluting uses that either blur the mark’s distinctiveness or tarnish its reputation.

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