In 1928 Smith & Nephew in the UK acquired the license to market and produce the Elastoplast range of bandages.
Beiersdorf bought brand rights for the Commonwealth from Smith & Nephew in 1992. It has become a genericized trademark for "sticking plaster" in some Commonwealth countries including the United Kingdom and Australia. In some countries in Europe Hansaplast, a brand name started by Beiersdorf in 1922, is used instead. A third trademark, named Curitas, is used in parts of Latin America.