In Maier v Asos plc [2014] EWHC 123 (Ch), the High Court of England and Wales has rejected a challenge to the registration of the UK trade mark ASOS, brought by a Swiss company that owns the Community trade mark (CTM) ASSOS. The Court found no real risk of confusion and held that the ASOS mark would not take undue advantage of, or be detrimental to, the distinctive character and repute of Assos’ CTM.