Reputation parasitism, reputation leeching or credibility leeching is a legal term regarding marketing. It refers to when one advertiser uses another brand's good reputation to market his own product.^[1] In many places it is illegal to do so. For instance in Sweden it is outlawed according to Marknadsföringslagen ("Swedish Marketing Act") (1995:450). Examples include having a product in a design that is very similar to an existing product^[2] or using a similar name.^[3]