The trademark owner is generally free to decide how and through which channels their goods or services are initially introduced to the market. This may involve distribution through specific retailers or sales in selected regions. However, after the first sale, the owner cannot fully control subsequent distribution by third parties. This is due to the principle of trademark exhaustion under Section 24(1) of the Trademark Act, which applies when the trademark owner or an authorized party places the product on the market with consent. After this initial sale, the owner’s right to prohibit further resale or distribution of that product ceases. Exhaustion only applies if the product is marketed within the EU or EEA and remains unchanged.