Geographical indications were born in Europe and still remain a widely used means to protect products from a particular region, with particular characteristics. The European Union has been a strong advocate of GIs in international negotiations, while their efforts have been countered by countries such as the United States which favour a trademark system. Now both sides are trying to impose their views through bilateral trade agreements, including with each other, according to speakers at a recent conference. And now a US trade association for generic names is raising concerns in Europe.