62025TJ0131_INF
Judgment of the General Court (First Chamber) of 28 January 2026 –ABB Asea Brown Boveri v EUIPO (EcoGuard)
(Case T‑131/25)
(EU trade mark – Application for the EU word mark EcoGuard – Absolute ground for refusal – Descriptive character – Article 7(1)(c) of Regulation (EU) 2017/1001)
1.
EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Concept – Mark consisting of a word or neologism produced by a combination of elements
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))
(see paragraphs 14, 15, 39)
2.
EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Assessment of the descriptive character of a sign – Criteria
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))
(see paragraphs 16, 53)
3.
EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service –Word mark EcoGuard
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))
(see paragraphs 22, 27, 30, 34, 40-43, 49, 50, 54)
4.
EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Sign capable of having several meanings – Refusal of registration given the descriptive character of at least one of the potential meanings
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))
(see paragraph 36)
5.
EU trade mark – Definition and acquisition of the EU trade mark – Assessment of the registrability of a sign – EU rules only taken into account – Earlier registration of the mark in certain Member States or third countries – Decisions not binding EU bodies
(European Parliament and Council Regulation 2017/1001)
(see paragraph 52)
6.
EU trade mark – Definition and acquisition of the EU trade mark – Refusal of registration on the basis of one of the absolute grounds for refusal listed in Article 7(1) of Regulation 2017/1001 – Whether sufficient
(European Parliament and Council Regulation 2017/1001, Art. 7(1))
(see paragraph 58)
7.
EU trade mark – Decisions the Office – Principle of equal treatment –Principle of sound administration – The Office’s previous decision-making practice – Principle of legality – Need for a stringent and full examination in each individual case
(European Parliament and Council Regulation 2017/1001)
(see paragraphs 62-64, 69)
Operative part
The Court:
1.
Dismisses the action;
2.
Orders ABB Asea Brown Boveri Ltd and the European Union Intellectual Property Office (EUIPO) to bear their own costs.