productions of their respective territories will also be able to be used to attract quality and ecologically sensitive tourism to these territories, triggering a virtuous circle in which a better environment becomes a flywheel for balanced and economically sustainable economic growth as well. Finally, as a corollary to the foregoing, the importance of the fight against counterfeiting and infringement is also evident: the counterfeiter, unlike the owner of the original trademark, has in fact no interest in guaranteeing the quality rather than the eco-sustainability of his product, since any blame will fall not even partially on him, but entirely on the trademark owner. On the contrary, such carelessness often allows the counterfeiter to decrease production costs and increase profits, at the expense of the consumer and of the environment. Thus, also through these new rules, the market and intellectual property can be put at the service of sustainability, bringing concrete benefits at the same time to territories, consumers and businesses. 116 CESARE GALLI
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