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horak.
Attorneys at Law Hannover
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Georgstr. 48
30159 Hannover (Headquarter)
Germany
Fon +49 511.35 73 56-0
Fax +49 511.35 73 56-29
info@trademark-agents.de   
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Attorneys at Law Berlin
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Wittestraße 30 K
13509 Berlin
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Fon +49 30.403 66 69-00
Fax +49 30.403 66 69-09
berlin@trademark-agents.de
 
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Attorneys at Law Bielefeld
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Herforder Str. 69
33602 Bielefeld
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Fon +49 521.43 06 06-60
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bielefeld@trademark-agents.de
 
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Attorneys at Law Bremen
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Parkallee 117
28209 Bremen
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Fon +49 421.33 11 12-90
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Grafenberger Allee 293
40237 Düsseldorf
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Fon +49 211.97 26 95-00
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Alfred-Herrhausen-Allee 3-5
65760 Frankfurt-Eschborn
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Fon +49 69.380 79 74-20
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frankfurt@trademark-agents.de
 
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Attorneys at Law Hamburg
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Colonnaden 5
20354 Hamburg
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Fon +49 40.882 15 83-10
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hamburg@trademark-agents.de
 

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Friedrich-List-Platz 1
04103 Leipzig
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Fon 0341.98 99 45-50
Fax 0341.98 99 45-59
leipzig@trademark-agents.de

 

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Attorneys at Law Munich
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Landsberger Str. 155
80687 Munich
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Fon +49 89.250 07 90-50
Fax +49 89.250 07 90-59
munich@trademark-agents.de
 
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Attorneys at Law Stuttgart
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Königstraße 80
70173 Stuttgart
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Fon +49 711.99 58 55-90
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stuttgart@trademark-agents.de
 

European Trademark Law

European trademark law is governed by a harmonized legal framework that ensures uniform protection across the 27 EU member states. This system allows businesses to secure trademark rights efficiently and cost-effectively while providing strong enforcement mechanisms against infringement. Below, we explore trademark types, registration procedures, opposition and cancellation proceedings, trademark infringement, and the role of European trademark agents.


1. Legal Framework of European Trademark Law

Trademark law in the European Union (EU) is primarily regulated by the following:

a) European Union Trade Mark Regulation (EUTMR) – (Regulation (EU) 2017/1001)

  • Establishes the European Union Trade Mark (EUTM) system, allowing a single trademark registration to cover all 27 EU member states.
  • Administered by the European Union Intellectual Property Office (EUIPO).
  • Defines absolute and relative refusal grounds, opposition and cancellation proceedings, and trademark enforcement.

b) EU Trademark Directive – (Directive (EU) 2015/2436)

  • Harmonizes national trademark laws across EU member states.
  • Ensures consistent protection, registration, and enforcement at the national level.

c) Customs Enforcement Regulation – (Regulation (EU) 608/2013)

  • Enables EU customs authorities to seize counterfeit goods at EU borders.
  • Provides a framework for brand owners to request border enforcement actions.

d) Court of Justice of the European Union (CJEU) Case Law

  • Interprets EU trademark law and resolves disputes affecting the entire EU market.
  • Landmark cases include rulings on likelihood of confusion, reputation protection, and non-traditional trademarks.


2. Types of Trademarks in the European Union

The EU trademark system allows protection of various trademark types, provided they meet distinctiveness requirements:

a) Word Marks

  • Examples: "Adidas," "IKEA," "Google"
  • Protects a sequence of characters without design elements.

b) Figurative Marks (Logos)

  • Examples: Apple logo, Twitter bird, Nike swoosh
  • Covers graphical symbols, logos, and stylized words.

c) Combined Word & Figurative Marks

  • Examples: McDonald’s "M" logo with wordmark
  • Protects a combination of text and design elements.

d) Three-Dimensional (3D) Marks

  • Examples: Toblerone chocolate shape, Coca-Cola bottle
  • Protects product packaging or shape if distinctive.

e) Color Marks

  • Examples: Deutsche Telekom’s Magenta, Red Bull’s Blue-Silver combination
  • Requires proof that consumers associate the color with a specific brand.

f) Sound Marks

  • Examples: Intel’s startup chime, MGM lion’s roar
  • Protects distinctive audio sequences used as brand identifiers.

g) Motion Marks, Multimedia Marks, and Hologram Marks

  • Examples: Dynamic animations used in branding (e.g., Netflix "N" logo animation).
  • Protects animated logos and interactive brand elements.


3. European Trademark Registration Process (EUIPO)

The European Union Trade Mark (EUTM) registration process follows these steps:

Step 1: Trademark Search (Recommended but Optional)

  • Conducted in the EUIPO, WIPO, and national trademark databases.
  • Reduces risk of rejection or opposition.

Step 2: Filing the Trademark Application

  • Filed online via EUIPO’s e-filing system.
  • Basic fee: €850 (one class), €50 for the second class, €150 per additional class.

Step 3: Examination by EUIPO

  • Checks absolute grounds for refusal (e.g., lack of distinctiveness, generic terms).
  • No examination for relative grounds (conflicts with earlier rights).

Step 4: Publication & Opposition Period

  • If accepted, the mark is published in the EU Trademark Bulletin.
  • Third parties can file an opposition within three months.

Step 5: Registration & Protection Duration

  • If no opposition succeeds, the mark is registered and valid for 10 years (renewable indefinitely).


4. Trademark Opposition Proceedings in the EU (Relative Grounds for Refusal)

Opposition proceedings allow trademark owners to challenge new trademark applications that conflict with earlier rights.

Grounds for Opposition:

  • Likelihood of confusion with an earlier registered trademark (Article 8(1) EUTMR).
  • Reputation-based opposition (Article 8(5) EUTMR) if the new mark takes unfair advantage of a well-known brand.

Opposition Procedure:

  1. Filed within three months of publication in the EU Trademark Bulletin.
  2. Exchange of arguments and evidence between parties.
  3. Decision issued by EUIPO (can be appealed to the Board of Appeal and CJEU).


5. EU Trademark Infringement & Enforcement

A trademark owner can take legal action against unauthorized use that:

  • Creates a likelihood of confusion.
  • Takes unfair advantage of a well-known mark.
  • Dilutes the distinctiveness of a brand.

Available Remedies:

  1. Cease-and-desist orders (injunctions).
  2. Financial compensation & damages.
  3. Seizure & destruction of infringing goods.
  4. Customs border measures to block counterfeit imports.


6. EU Trademark Cancellation & Revocation Procedures

A registered EU trademark can be challenged and removed under the following conditions:

a) Revocation (Non-Use) – Article 58 EUTMR

  • If not genuinely used within five years, it may be revoked.
  • Example: "Big Mac" trademark was revoked in 2019 due to McDonald's failure to prove actual use.

b) Cancellation (Invalidity) – Article 59 EUTMR

  • Based on absolute grounds (lack of distinctiveness, bad faith filing).
  • Based on relative grounds (conflict with earlier trademarks).


7. Role of European Trademark Agents (EU Trademark Attorneys & IP Experts)

European Trademark Agents assist clients in all aspects of trademark protection, enforcement, and portfolio management:

a) Trademark Registration & Strategy

  • Conducting trademark availability searches.
  • Filing EU trademarks with EUIPO.
  • Responding to office actions and refusals.

b) Opposition & Cancellation Proceedings

  • Filing oppositions against conflicting marks.
  • Defending clients in opposition and cancellation cases.

c) Trademark Enforcement & Litigation

  • Sending cease-and-desist letters.
  • Representing clients in EUIPO disputes and EU courts.

d) Trademark Portfolio Management

  • Monitoring potential infringements across Europe.
  • Handling renewals, licensing, and assignments.

e) Customs & Online Brand Protection

  • Registering trademarks with EU customs authorities for counterfeit prevention.
  • Combatting domain name infringement and misleading keyword use (Google Ads cases).


8. Conclusion

The EU trademark system provides efficient, cost-effective, and strong legal protection for businesses across all 27 EU member states. With expertise in registration, enforcement, litigation, and brand management, European Trademark Agents play a critical role in safeguarding intellectual property and ensuring legal compliance in a competitive marketplace.

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