From October 1st, 2009, the UK Intellectual Property Office (IPO) has announced a programme of fee reductions for trademark registrations. This measure, that follows the strategy adopted by OHIM, is aimed at encouraging firms and companies to seek UK trade mark protection. Among other initiatives we highlight: - with the "Right Start" programme, firms will pay only 50% of the application fee when filing their applications, and the oustanding part will be due after the IPO has issued its report on the registrability of the trademark; - the "e-filing" will be more convenient, with even lower filing costs.