Judgment of the General Court (Seventh Chamber) of 6 September 2023 –Allegro v EUIPO (SMART!)
(Case T‑658/22) (1)
(EU trade mark – Application for the EU word mark SMART! – 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 – Definition – Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 13, 14)
2.      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 paragraphs 15, 16)
3.      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 – Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 17, 18)
4.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Trade mark made up of several elements – Possible for the competent authority to examine each of the elements making up the trade mark – Need to take account of the overall perception of the combination by the relevant public
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraph 24)
5.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Word mark SMART!
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paragraphs 25-30, 32, 39, 40)
6.      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 No 2017/1001)
(see paragraphs 46-48)
Operative part
The Court:
1.
Dismisses the action;
2.
Orders each party to bear its own costs.
1 OJ C 482, 19.12.2022.