In addition, as we have seen, a further exception now applies to advertising slogans or taglines: following Audi, it appears that a slogan, even if it is descriptive or laudatory, may be registrable ab initio if it is also inventive. Protection conferred in this way contrasts with the situation in copyright, where a short verbal text functioning as a slogan is generally held not to be sufficiently inventive to merit protection. As a result, a short text of the kind under consideration in Audi, which would probably not achieve copyright protection, may nevertheless now be protected in trade mark law.