The Municipality of Milan has approved a Regulation to limit the registration of trademarks containing the name "Milano". The 9 articles of the Regulation provide that the owners of new trademarks will have to prove the effective connection of the brand with the territory and the city's values, as well as the suitability of conveying a positive image of the city. The registration of the trademarks will remain the responsibility of the Italian Patent and Trademark Office, but the loss of the requirements may result in the withdrawal of the authorization. To come into force, the Regulation will now need to be approved by the Council.