Source: EURLEX
Language: en
Format: md

Judgment of the General Court (First Chamber) of 11 July 2017 —  
Lidl Stiftung v EUIPO (JEDE FLASCHE ZÄHLT!)

(Case T‑623/15)

(EU trade mark — Application for EU figurative mark JEDE FLASCHE ZÄHLT! — Mark consisting of an advertising slogan — Absolute ground for refusal — No distinctive character — Article 7(1)(b) of Regulation (EC) No 207/2009)

| 1. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Concept — Criteria for assessment  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 15, 17, 38, 66, 75, 83) |

| 2. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Marks constituted of advertising slogans — Distinctive character — Application of specific criteria for assessment — Not permissible  (Council Regulation No 207/2009, Art. 7(1)(b))  (see para. 16) |

| 3. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Figurative mark JEDE FLASCHE ZÄHLT!  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 19, 31, 39, 40, 53, 59, 69, 74, 86, 92, 105) |

| 4. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Lack of distinctiveness — 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  (Council Regulation No 207/2009, Art. 7(1)(b))  (see para. 56) |

| 5. | EU trade mark — Definition and acquisition of the EU trade mark — Assessment of the registrability of a sign — EU rules only taken into account — Earlier registration of the mark in certain Member States or third countries — Decisions not binding EU bodies  (Council Regulation No 207/2009)  (see para. 98) |

| 6. | EU trade mark — Decisions of the Office — Legality — EUIPO’s previous decision-making practice  (Council Regulation No 207/2009)  (see para. 103) |

Re:

ACTION brought against the decision of the Fourth Board of Appeal of EUIPO of 7 September 2015 (Case R 479/2015-4), concerning an application for registration of the figurative sign JEDE FLASCHE ZÄHLT! as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Lidl Stiftung & Co. KG to pay the costs. |

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