Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Second Chamber) of 20 January 2021 –  
Oatly v EUIPO (IT’S LIKE MILK BUT MADE FOR HUMANS)

(Case T‑253/20)

(EU trade mark – Application for the EU word mark IT’S LIKE MILK BUT MADE FOR HUMANS – Absolute ground for refusal – 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 paras 20-22) |

| 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 paras 23, 24) |

| 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 paras 25-28) |

| 4. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Word mark IT’S LIKE MILK BUT MADE FOR HUMANS  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 33-35, 44-49) |

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 7 February 2020 (Case R 2446/2019-5), regarding an application for registration of the word sign IT’S LIKE MILK BUT MADE FOR HUMANS as an EU trade mark.

Operative part

The Court:

| 1. | Annuls the decision of the Fifth Board of Appeal of the European Union Intellectual Property Office (EUIPO) of 7 February 2020 (Case R 2446/2019-5), regarding an application for registration of the word sign IT’S LIKE MILK BUT MADE FOR HUMANS as an EU trade mark; |

| 2. | Orders EUIPO to bear its own costs and to pay those incurred by Oatly AB. |

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