Information;Judgment — ECLI:EU:T:2020:330
Date: 2020-07-08
Language of the case: English
Subject matter: Trade marks;Intellectual, industrial and commercial property
Procedure: Action for annulment - unfounded

Judgment of the General Court (Tenth Chamber) of 8 July 2020 – Teva Pharmaceutical Industries v EUIPO (Weniger Migräne. Mehr vom Leben.) (Case T‑697/19) (EU trade mark – Application for EU word mark Weniger Migräne. Mehr vom Leben. – Absolute ground for refusal – No distinctive character – Article 7(1)(b) of Regulation (EU) 2017/1001) 1. EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Meaning – Criteria for assessment (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b)) (see paras 13, 14) 2. EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Assessment of distinctive character – Criteria – Perception of the trade mark by the relevant public – Attention level of the public (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b)) (see para. 19) 3. EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Word mark Weniger Migräne. Mehr vom Leben. (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b)) (see paras 24, 28, 30, 31) 4. EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Marks consisting of advertising slogans – Distinctive character – Application of specific criteria for assessment – Not permissible (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b)) (see paras 25, 26) 5. EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Marks consisting of advertising slogans – Laudatory promotional formula (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b)) (see para. 27) 6. EU trade mark – Decisions of the Office – Principle of equal treatment – Principle of sound administration – EUIPO's previous decision-making practice – Principle of legality – Need for a strict and complete examination in each particular case (European Parliament and Council Regulation 2017/1001) (see para. 36) Re: Action brought against the decision of the Fifth Board of Appeal of EUIPO of 12 August 2019 (Case R 779/2019-5), relating to an application for registration of the word sign Weniger Migräne. Mehr vom Leben. as an EU trade mark. Operative part The Court: 1. Dismisses the action; 2. Orders Teva Pharmaceutical Industries Ltd to pay the costs.