The European Union (EU) is to launch a bold initiative to improve the protection of geographical indications, which are often associated with high-quality and cultural heritage products the world over. The initiative will involve presenting two communications on geographical indications to the World Trade Organisation (WTO) Trade-Related Intellectual Property Rights (TRIPS) Council in Geneva on 25-26 June. It is co-sponsored by the EU along with more than a dozen other countries, many of them from the developing world.