PRESS PLAY TO PRESUME: THE POLICY BENEFITS BEHIND THE TRADEMARK MODERNIZATION ACT'S RESURRECTION OF THE IRREPARABLE HARM PRESUMPTION IN FALSE ADVERTISING CASES.

The article analyzes whether the resurrection of the irreparable harm presumption in false advertising cases under the U.S. Trademark Modernization Act of 2020 is a beneficial policy choice. Topics include a background information on the history and principles surrounding injunctions, the Supreme Court's rulings in the case eBay v. MercExchange related to presumption of irreparable harm, and anti-presumption advocates' arguments against the presumption due to longstanding equitable concerns.