COCA-Cola has moved to prevent other drinks companies from using its contour bottle in the Republic.

The company yesterday registered its Coca Cola bottle under the revised Trade Marks Act, which for the first time allows the registration of marketing packaging as a trade mark. Previously companies could only register brand names and logos under the Act.

Coca Cola's contour bottle has been synonymous with the company for almost 80 years and has been distributed in Ireland since the 1950s.

The new Act, which came into effect yesterday, allows companies to register items such as services, shapes and sounds developed to distinguish its products from those of its competitors.

Once registered, companies found to be imitating or passing off these trade marks as their own will face penalties of up to £200,000 under the Act. Many Irish companies are now expected to follow Coca Cola in protecting various aspects of their marketing campaigns.