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This paper analyzes the protection of names of agricultural products and food with special reference to the Traditional specialities guaranteed. In the Republic of Serbia, there is no legal basis for registering products with a guaranteed traditional specialty. In the process of harmonization of legal regulations with EU regulations, the Republic of Serbia will also have to adopt this category of products. Although Traditional specialities guaranteed (TSG) did not fully justify expectations in the EU, we believe that their acceptance into our legal system would be positive. Their registration would standardize the process of production of such products and thereby stabilize their quality. These products will have to be subject to continuous quality control and certification of the production process, which unfortunately is not the case at the moment. Also, in this way, the production of agricultural and food products that do not meet the requirements for the protection of geographical indications of origin, whose reputation contributes significantly to the cultural and historical preservation of the identity of certain regions in Serbia, will be further preserved and raised to a higher level. The guaranteed traditional specialties will receive full material affirmation through a tourist offer where the price of these products is several times higher than the market value.

PROTECTION OF NAMES OF AGRICULTURAL PRODUCTS AND FOODS - MARKINGS OF INDICATIONS OF GEOGRAPHIC ORIGIN AND GUARANTEED TRADITIONAL SPECIALTIES