In the fabric of the modern economy, brands play a vital role as symbols of trust and quality in everything from the wine and brewing industries to the world of baking and beyond. They represent not just decades, but centuries of dedication, innovation and entrepreneurial commitment. According to a study on the perception of brands carried out by Brand Finance, 86% of the Spanish population considers that brands are essential to identify products, while 82% associate them with a seal of quality. Furthermore, nearly 80% recognize the economic contribution they make. However, we are faced with a threat that could put these foundations in check: plain packaging. This seemingly innocuous measure could undermine the pillars of our market economy and even call into question trademark legislation.
Let’s imagine a scenario where recognizable brands disappear and all products are presented in neutral packaging, indistinguishable from each other. This vision, far from being a mere hypothesis, has already been materialized in some places through plain packaging. What would happen if this trend extended beyond tobacco and applied to other sectors? Consumer confusion would be inevitable, like when you order a red wine from a specific brand and receive a white one. This confusion would undermine consumer confidence in the quality and safety of the products.
From a business perspective, brand removal carries significant risks. The boundaries of fair competition are diluted and the incentive to invest in building distinctive brands is reduced. This could have a devastating impact on sectors such as marketing and advertising, leading to job losses. On the other hand, plain packaging opens the doors to illegal trade and counterfeiting. The undifferentiation of the product makes it easier to copy, which facilitates counterfeiting and expands the possibility of illegal trade. Counterfeiting is a social problem: it causes job destruction, loss of sales, lack of investment and less revenue. Every year, Spain loses more than 6.7 billion euros due to counterfeiting and nearly 53,500 jobs are destroyed, according to Euipo.
Although it is argued in the name of public health, it is necessary to remember that plain packaging has not been effective in reducing tobacco consumption in countries such as Australia, France and the United Kingdom, which have high rates – between 20% and 30%. % – illegal consumption.
Plain packaging is not the solution; It is a threat that we must address with urgency and determination. We urge the authorities to consider less restrictive alternatives that preserve the balance between the various interests at stake and that do not compromise the vitality of the brands and the stability of the economy. Although it is the will of the Ministry of Health to carry out this measure, it is crucial to examine its implications in all sectors before its final implementation.
