UK Lawyers for Israel (UKLFI) has written to Guinness World Records Ltd (GWR) warning that its continued exclusion of record attempts from Israel and the Palestinian Territories places the company’s “Guinness World Records” registered trademarks at risk of revocation, alongside potential breaches of laws prohibiting discrimination and unfair commercial practices.
In a letter to GWR’s Global Head of Legal and Global President, UKLFI explains that registered trademarks may be revoked in the UK, EU and other jurisdictions if they become misleading through the conduct of their owner.
UKLFI argues that marketing books and other products under the mark “Guinness World Records” while excluding records achieved in Israel or the Palestinian Territories risks deceiving the public as to the nature and quality of what is being sold. A publication that omits genuine world records achieved in part of the world, or includes as “records” achievements elsewhere that have in fact been surpassed in the excluded part of the world, may no longer justify the claim to be recording “world records” at all.
UKLFI’s letter observes that these registered trademarks are likely to be among GWR’s most valuable assets.
Beyond trademark law, the letter also raises significant concerns under UK legislation prohibiting discrimination. UKLFI states that GWR is a service-provider to the public or a section of the public and that its policy of refusing record attempts in Israel and the Palestinian Territories—unless undertaken in cooperation with UN humanitarian agencies—amounts to indirect discrimination against Israeli nationals. The requirement disproportionately disadvantages Israelis and, UKLFI argues, cannot be justified as a proportionate means of achieving a legitimate aim.
In addition, UKLFI highlights potential breaches by unfair commercial practices contrary to the Digital Markets, Competition and Consumers Act 2024. The organisation argues that selling publications branded or titled “Guinness World Records” while knowingly excluding an entire geographical area may constitute a misleading commercial practice and fall short of the standard of professional diligence expected of a trader.
Jonathan Turner, Chief Executive of UKLFI, said:
“A trademark promise of global authority is misleading if the records it certifies deliberately exclude part of the world. Any person can apply for revocation of UK registered trademarks that have become deceptive through the owner’s own conduct.”
UKLFI has called on GWR to end the exclusion without delay, to certify and publish records achieved in Israel and the Palestinian Territories, and to withdraw recognition of other records that have been surpassed there. UKLFI has requested a response by 7 January 2026.
