In business, originality is more than a creative choice — it’s legal currency. When that originality is copied, whether in marketing, branding, or product design, the consequences can stretch far beyond reputation damage. Companies large and small have ended up in court over claims of business plagiarism, with some lawsuits making international headlines.

From major corporations accused of ripping off logos to startups defending their pitch decks, these cases offer important lessons for business leaders on how to safeguard intellectual property — and how costly oversight can be.

What Counts as Business Plagiarism?

In a legal context, “plagiarism” often overlaps with copyright infringement, trademark violations, or misappropriation of trade secrets. While plagiarism as a concept isn’t always codified in law, courts recognize when one party unlawfully copies or passes off another’s work as their own — especially in commercial settings.

Case Study 1: H&M vs. Brandy Melville (2023)

In 2023, fashion retailer H&M was sued by Italian brand Brandy Melville for allegedly copying their signature heart and lightning bolt logo design. While the symbols themselves weren’t patented, the claim focused on trade dress — the look and feel associated with a brand.

Outcome: The case was settled out of court, with H&M agreeing to pull certain items from its global stores.

Lesson: Even unregistered visual elements can be legally protected if they are closely tied to brand identity. Copying a competitor’s aesthetic can land your business in legal trouble, even if unintentionally.

Case Study 2: OpenAI vs. Copy.ai Clone (2024)

In late 2024, a startup dubbed “WordForge” was accused of copying key outputs, prompts, and UI designs from Copy.ai, which itself builds on OpenAI’s API. While the core technology was licensed, the issue revolved around the mimicry of proprietary content and the brand’s marketing language.

Outcome: A DMCA takedown was filed, followed by a cease-and-desist letter. WordForge was forced to rebrand and redesign its user interface within 30 days.

Lesson: Copying goes beyond the product — UI, wording, and user flows may all be subject to protection, especially if tied to branding or original creative work.

Case Study 3: Danone vs. Local Yogurt Startup (2025)

A lesser-known but revealing case from 2025 involved multinational food giant Danone and a small organic yogurt startup. The startup had modeled its slogan — “Goodness in Every Spoon” — on Danone’s long-used phrase “Goodness in Every Drop.”

Outcome: Though the words were not identical, the slogan’s similarity, especially in the dairy category, created confusion among consumers. Danone won an injunction preventing further use.

Lesson: When operating in a similar industry, even subtle variations in copywriting may be challenged if they lead to brand confusion or unfair association.

Key Themes Emerging from Recent Lawsuits

Intent doesn’t always matter. Even unintentional copying can lead to lawsuits if the result causes confusion or damage.

Similarity in context is risky. A slogan or design might be legal in one sector but infringing in another if used by a competitor.

Small businesses aren’t immune. Big brands are increasingly vigilant, and even early-stage startups can find themselves in legal disputes.

Enforcement is faster in 2025. With the growth of AI monitoring and digital trademark databases, infringement is easier to detect and act upon.

How to Avoid Ending Up in Court

To protect your business from similar legal issues:

• Conduct originality checks before launching new campaigns or branding.
• Use plagiarism detection tools to scan content, slogans, and even designs.
• Register trademarks early, especially in the markets you plan to operate in.
• Consult legal experts if unsure whether your materials might overlap with competitors.
• Train your content and marketing teams to research thoroughly and cite sources.

The Real Cost of Copying

Beyond financial penalties, plagiarism lawsuits cost businesses time, public goodwill, and investor confidence. In many cases, the fallout extends to rebranding, product delays, and broken customer trust. In a landscape where trust and originality fuel growth, it’s simply not worth the risk.

Whether you’re a startup crafting your first product deck or an enterprise launching a global campaign, always ask: “Is this original — and can we prove it?”