62019TJ0696_INF
Judgment of the General Court (Tenth Chamber) of 8 July 2020 –Teva Pharmaceutical Industries v EUIPO (Moins de migraine pour vivre mieux)
(Case T‑696/19)
(EU trade mark – Application for EU word mark Moins de migraine pour vivre mieux – 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 – Concept – 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 Moins de migraine pour vivre mieux
(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 778/2019-5), relating to an application for registration of the word sign Moins de migraine pour vivre mieux as an EU trade mark.
Operative part
The Court:
1.
Dismisses the action;
2.
Orders Teva Pharmaceutical Industries Ltd to pay the costs.