Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Ninth Chamber) of 5 September 2019 –  
C&A v EUIPO (#BESTDEAL)

(Case T‑753/18)

(EU trade mark — Application for the EU figurative mark #BESTDEAL — 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 — Assessment of distinctive character — Criteria  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 15, 16) |

| 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 para. 17) |

| 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 — Laudatory promotional formula  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 18, 19) |

| 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 — Slogan carrying an objective message  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 20) |

| 5. | 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 para. 21) |

| 6. | EU trade mark — Procedural provisions — Examination of the facts of EUIPO’s own motion — Registration of a new trade mark — Absolute grounds for refusal — Burden of proof  (European Parliament and Council Regulation 2017/1001, Art. 7(1))  (see para. 22) |

| 7. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Figurative mark #BESTDEAL  (European Parliament and Council Regulation 2017/1001, Art. 7(1))  (see paras 24-33, 39, 40, 44, 45) |

| 8. | 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 paras 34, 36) |

| 9. | EU trade mark — Decisions of the Office — Legality — EUIPO's previous decision-making practice — Principle of non-discrimination — Irrelevant  (European Parliament and Council Regulation 2017/1001)  (see para. 35) |

Re:

Action brought against the decision of the Second Board of Appeal of EUIPO of 26 October 2018 (Case R 1234/2018-2) concerning an application for registration of the figurative sign #BESTDEAL as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders C&A AG to bear its own costs and pay those incurred by the European Union Intellectual Property Office (EUIPO). |

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