The January Furniture Show 2026: The Rules Of Engagement

6th January 2026

The January Furniture Show returns to Birmingham's NEC in 2026 as the UK's largest furniture and interiors trade showcase. Thousands of visitors, hundreds of exhibitors, endless opportunities - and yes, there’s no getting away from a legal landscape. 

Here's what you need to know to protect yourself and your business.

Intellectual Property: Protect Your Genius

You've poured resources, creativity and late nights into that stunning design. Now you're unveiling it to the world. Exciting? Absolutely. Risky? Potentially.

UK copyright and unregistered design rights kick in automatically, but they are not bulletproof. Cautious exhibitors register key designs beforehand to strengthen their legal position. 

Otherwise, use clear IP notices on your stand and don't hesitate to (gracefully and professionally) challenge anyone who crosses the line.

For visitors: admiring is fine, but detailed sketches or excessive photography of displayed items sends a clear signal - and not the one you want. Copying designs is infringement, plain and simple.  So keep the balance.

Data Privacy: Handle With Care

Trade shows are data goldmines - and that is what they are for. From badge scans, business cards, photos and conversations - information flows freely. But under UK GDPR, there are rules.

You can only collect and use personal data for legitimate purposes, with transparency and proper security. Marketing misuse or casual sharing can trigger regulatory penalties. Thinking of posting that networking selfie on LinkedIn? Get consent first.

Remember, organisers and venues will also capture images for promotional use and by accepting your invitation, you sign up to the possibility of being in the frame. So expect cameras everywhere.

Marketing Claims: Truth Matters

The energy at trade shows is intoxicating. Everyone's products are revolutionary, game-changing, not to mention beautiful and inspiring. But here's the thing: your claims carry legal weight.

Statements about product features, company credentials or market position, such as "exclusive supplier" or "number one producer", must comply with advertising and consumer protection law, which got tougher in April 2025.

"Eco-conscious" and "sustainable" messaging? Regulators are watching closely. Greenwashing claims are increasingly challenged, so make sure you can back up every green promise.

Defamation: Stay In Your Lane

Competitive spirit is natural, but trash-talking competitors can land you in serious trouble.

Comparative advertising is legal in the UK, if it's accurate, fair and verifiable. But making false, damaging statements about rivals crosses into defamation territory. Whether written (libel) or spoken (slander), defamatory statements can result in legal action, forced public retractions, hefty costs and lasting reputational damage.

The smart strategy would be to highlight your own strengths and let buyers draw their own conclusions. Train your team to avoid speculative or negative commentary, especially in overheard and potentially recorded conversations.

The Bottom Line

JFS 2026 is a celebration of design, innovation and commerce. But it's also a legally active environment where missteps can be costly.

Exhibitors who protect their IP, respect privacy rules and keep marketing claims honest project professionalism and build trust. Visitors who understand these boundaries help create a space where creativity and commerce flourish together.

Know the rules, play it smart and make the most of the show.

The content of this article is for information purposes only and does not constitute legal advice.  If you would like tailored legal advice for your business, please contact Natalia at natalia@interiordesignlawyer.co.uk.