GCCA Acts Against Misleading Use of “Apple” Branding

Georgian Competition and Consumer Agency (GCCA) has taken enforcement action against local retailer iPhone Georgia LLC (trading as TechnoLab) for engaging in misleading commercial practices involving the unauthorised use of Apple Inc.'s trademarks.

Findings

• GCCA's investigation established that TechnoLab marketed smartphones and accessories that resembled genuine Apple devices without disclosing that the products were not manufactured or authorised by Apple Inc.
• Warranty documentation issued by the trader repeatedly used the word "Apple", creating a false impression of origin and after-sales support.

Regulatory response

The Agency has ordered TechnoLab to:

1. Cease misleading branding across all sales channels.
2. Notify affected consumers and offer full refunds or exchanges.
3. Revise internal compliance procedures to prevent recurrence.

Failure to comply can result in fines of up to 2% of the trader's previous-year turnover.

This case underscores the country's commitment to the objectives of transparency and consumer trust.