The trademark reform comes at a moment when EU customs authorities are reporting massive breaches of intellectual property rules, in particular concerning counterfeit goods, and new border-infiltration strategies. Firm EU action to protect EU citizens from the danger of counterfeit goods is needed. A trademark (or a 'brand') is a 10-year (renewable) intellectual property tool that guarantees the origin of goods and services, thereby limiting risks to consumers' safety and health.
There is a broad consensus amongst political groups on the content of the package. The main elements relate to goods in transit,small consignments, generic medicines, mediation , trademark owners' rights, the genuine use of trademarks and entitlement of individuals to file a case where rules are breached.