Introduction: Setting the Scene Alberto Alemanno and Enrico Bonadio PART 1: LEGAL AND POLICY ISSUES 1. Unpacking plain packaging and other standardization requirements in the light of behavioural sciences Alberto Alemanno 2. On the nature of trademark rights: does trademark registration confer positive or negative rights? Enrico Bonadio 3. Trademarks, tobacco, health: brokerage by fundamental rights? Matthew J. Elsmore 4. Trademarks in the pharmaceutical sector: the dynamic between brands, proprietary names and labelling regulations Jeremy Blum 5. The interface between nutrition and health claims and EU trademark law Ignacio Carreño and Eugenia Costanza Laurenza PART II ADJUDICATING THE NEW INTELLECTUAL PROPERTY OF HEALTH 6. Plain packaging of tobacco products and the WTO challenge Mark Davison 7. Challenges in achieving public health objectives through product labelling regulation: reflections on Sri Lankan trademark and constitutional law Althaf Marsoof 8. Tobacco packaging measures affecting intellectual property protection under international investment law: the claims against Uruguay and Australia Andrew D. Mitchell 9. Leveraging certification marks for public health Valentina Vadi PART III REINVENTING THE INTELLECTUAL PROPERTY OF HEALTH 10. Leveraging Certification Marks for Public Health Margaret Chon with Maria Therese Fujiye 11. Terroir and public health: can geographical indications of origin promote ‘healthy’ products? Irene Calboli 12. Patents as a tool to encourage the production of healthier food Enrico Bonadio Index