Judgment of the General Court (First Chamber) of 24 September 2025 –Quality First v EUIPO (CRAVE NO MORE)
(Case T‑33/25)
( EU trade mark – Application for the EU figurative mark CRAVE NO MORE – 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 any distinctive character – Concept of distinctiveness
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraph 13)
2.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any distinctive character – Assessment of distinctive character – Criteria
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 15, 18)
3.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any distinctive character – Marks consisting of advertising slogans – Distinctive character – Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 16, 17, 23, 42)
4.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any distinctive character – Figurative mark CRAVE NO MORE
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 36, 43)
5.      EU trade mark – Decisions of EUIPO – Principle of equal treatment – Principle of sound administration – EUIPO’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 46, 47)
Operative part
The Court:
1.
Dismisses the action;
2.
Orders Quality First GmbH and the European Union Intellectual Property Office (EUIPO) each to bear their own costs.