In the latest episode of Carpmaels in Conversation, Lara Elder and Louisa Blair discuss how brands navigate the legal boundaries around protected term. Reflecting on Della Vite’s “Cheat on Champagne” campaign, they explore why Champagne, a Protected Designation of Origin (PDO), is so robustly protected, how PDOs differ from trade marks, and what these rules mean for creative marketing. They also discuss the recent Supreme Court ruling against Oatly’s “Post Milk Generation” slogan which clashed with a reserved term under food labelling and advertising laws.