Could geographical indications (GIs) provide legal protection beyond the production process, but also the shape? In a landmark ruling, the EU Court of Justice (CJEU) ruled in favour of the makers of 'Morbier' cheese, who sued a rival company for producing and marketing a lookalike cheese. The ruling states that, in certain cases, reproducing the visual appearance of a product with a protected designation of origin (PDO) is forbidden as it could mislead consumers. The court said that even if the name Morbier does not appear on the rival's product or packaging, its reproduction was liable to mislead the consumer as to the true origin of the product.