>Following rulings in several courts, the UK Supreme Court on Wednesday said Oatly could neither trademark nor use the phrase "post-milk generation".

>The long-running dispute has centred on Dairy UK's argument that, under trademark law, the term "milk" can only be used to refer to products that come from an animal.

Next they should ban "zero sugar" and similar on packaging

I cannot wait for Oatly's next marketing campaign that lampoons this decision.

This does nothing to stop the rise of dairy alternatives, nor should it. Nobody is going to stop asking for oat/soy/nut milk when putting in their drink order, just because corporations can't use the term. It's common parlance now, and using 'milk' to refer to a non-dairy liquid has been done for hundreds of years at this point.

This is such a strange decision.

> European farmers have argued such terms mislead consumers and threaten their industry.

No one with room temperature IQ has ever thought that oat milk came from animal.

And the meat/dairy industry should be at least a little threatened if we want a more ethical, liveable, and sustainable planet.

The argument that someone might lose their livelihood if we make the world a better place is way too common these days. Seeing it backed up by courts is not surprising but still dreadful.

So... Coconut M*lk?