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Passing off is a common law tort used to protect the goodwill of a business against misrepresentation that causes damage to that goodwill. It arises when one party falsely represents its goods or services as those of another, leading to confusion among consumers and thereby harming the reputation or business of the original trader. Unlike statutory rights, passing off is based on principles of equity and fairness, and its primary objective is to prevent dishonest trading practices. The doctrine ensures that no person can benefit from the established reputation of another by deceiving the public. The classical trinity required to establish a passing off action consists of three essential elements: goodwill, misrepresentation, and damage. Goodwill refers to the reputation or customer base that a business has built over time, which is recognized by the public as being associated with particular goods or services. It is territorial in nature and must exist at the time of the alleged misrepresentation. Misrepresentation involves a false representation made by the defendant, whether intentional or not, that leads or is likely _____ _____ ______ _________ __________ ___.
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