Thus, its typical traits lay upon the question of intellectual property, trademark registration laws among different countries, advertising strategies, and consumer behaviour.
Trade Direct Srl (Supreme Italia) filed its application at the UIBM (Italian Patent and Trademark Office) on 18 November 2015 and started producing and selling its products, changing little of the original box logo, which was simply made bigger.
No new creative elements were added to the legal fake version, as stated by the first judgment from the Tribunale di Milano of 26 January 2017, according to which the Italian company repeatedly used the same brand, advertising images and graphics as the American one.
[15][needs update] Legal fakes are possible because they take advantage of uninformed consumers, who can be easily deceived and influenced by the latest trends promoted through celebrities endorsement and social networks or digital platforms.
By selling products that are similar to the originals, but at a lower price or in places that are more accessible to consumers, legal fakes can capture additional sales without spending resources to build brand recognition.
Kennedy employed the term consumer rights in his address to the U.S. Congress in 1962, it has been extended to issues dealt by supranational organisations such as the European Union and the United Nations.