This article explores what is at stake in the international conflict on geographical indications (GIs), particularly for developing countries. It first examines how the WTO panel has obliged the European Union to open its registration system to third countries and how the ongoing negotiations on GIs seem to be reaching stalemate. Initiatives showing how GIs are a key political and trade issue are identified in Turkey, India, China, Colombia and Ethiopia. Trade negotiation agendas have to handle this new balance of power, in which the reputation accompanying a good may become common. Copyright (c) The Authors 2009. Journal compilation (c) 2009 Overseas Development Institute..
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