Source: EURLEX
Language: en
Format: md

Judgment of the General Court (First Chamber) of 13 March 2024 –  
Quality First v EUIPO (MORE-BIOTIC)

(Case T‑243/23) (
[1](#t-ECR_62023TJ0243_INF_EN_01-E0001)
)

(EU trade mark – Application for EU word mark MORE-BIOTIC – Absolute ground for refusal – Lack of distinctive character – Article 7(1)(b) of Regulation (EU) 2017/1001 – Equal treatment)

| 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 paragraphs 18, 19) |

| 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 20, 21, 31) |

| 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 – Laudatory promotional formula  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paragraph 22) |

| 4. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any distinctive character – Word mark MORE-BIOTIC  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paragraphs 24, 34, 41) |

| 5. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any 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 26) |

| 6. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Separate examination of the grounds for refusal in relation to each of the goods or services covered by the application for registration – Obligation to state the reasons for refusing to register – Scope  (European Parliament and Council Regulation 2017/1001, Arts 7(1) and 94(1), first sentence)  (see paragraphs 37, 38) |

| 7. | EU trade mark – Definition and acquisition of the EU trade mark – Assessment of the registrability of a sign – EU rules only taken into account – Decisions of national authorities not binding on EU bodies  (European Parliament and Council Regulation 2017/1001)  (see paragraph 49) |

| 8. | EU trade mark – Decisions of EUIPO – Principle of equal treatment – Principle of good 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 paragraph 51) |

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. |

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(
[1](#c-ECR_62023TJ0243_INF_EN_01-E0001)
) [OJ C 223, 26.6.2023](./../../../legal-content/EN/AUTO/?uri=OJ:C:2023:223:TOC).

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