This article analyses the developments in the EU case-law on the notion of “evocation” of a geographical indication protected by the European Union in order to precisely define the elements of this particular case, distinguish it from the so-called “product affinity” and misleading conduct of juxtaposition and confusion as to the origin and identity of products, as well as analysing the boundary between “evocation” and “indirect comparative advertising” in the context of a market with increasing competition between PDO/PGI products and similar generic products.