A descriptive mark is a trade mark that directly describes a characteristic, quality, purpose, intended use, geographic origin or other feature of the goods or services, rather than indicating commercial origin. In trade mark practice in the UK and Ireland, descriptive marks typically consist of ordinary, promotional or laudatory words that traders would reasonably wish to use, such as “FRESH BREAD” for bakery products.Under the UK Trade Marks Act 1994 and the Irish Trade Marks Act 1996, as interpreted by UK, Irish and CJEU case law, purely descriptive marks are generally refused registration for lack of inherent distinctiveness. However, they may qualify for registration if the applicant proves “acquired distinctiveness” through extensive use, so that relevant consumers recognise the sign as indicating a single trade source.The concept and legal treatment of descriptive marks is broadly consistent across England and Wales, Scotland, Northern Ireland and Ireland, reflecting harmonised EU-derived standards. In practice, identifying whether a sign is descriptive is a frequent issue in trade mark clearance, prosecution and infringement disputes, and is central to assessing registrability and enforcement risk.