Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Sixth Chamber) of 4 July 2018 –  
Deluxe Entertainment Services Group v EUIPO (deluxe)

(Case T‑222/14 RENV)

(EU trade mark — Application for EU figurative mark deluxe — Absolute ground for refusal — No distinctive character — Article 7(1)(b) of Regulation (EC) No 207/2009 (now Article 7(1)(b) of Regulation (EU) 2017/1001) — Obligation to state reasons — Article 75 of Regulation No 207/2009 (now Article 94 of Regulation 2017/1001))

| 1. | EU trade mark—Procedural provisions—Statement of reasons for decisions—First sentence of Article 75 of Regulation No 207/2009—Scope identical to that of Article 296 TFEU  (Art. 296 TFEU; Council Regulation No 207/2009, Art. 75, first sentence)  (see para. 20) |

| 2. | EU trade mark—Definition and acquisition of the EU trade mark—Absolute grounds for refusal—Marks devoid of any distinctive character—Meaning—Criteria for assessment  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 22, 34, 49) |

| 3. | 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  (Council Regulation No 207/2009, Arts 7(1) and 75, first sentence)  (see paras 23-29) |

| 4. | 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—Flattering promotional formula  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 35, 36, 48) |

| 5. | 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. 37) |

| 6. | EU trade mark—Definition and acquisition of the EU trade mark—Absolute grounds for refusal—Marks devoid of any distinctive character—Figurative mark deluxe  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 41, 47, 57-62) |

| 7. | 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—Scope of protection of the mark  (Council Regulation No 207/2009, Art. 7(1)(b))  (see para. 45) |

| 8. | 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  (Council Regulation No 207/2009, Art. 7(1)(b))  (see paras 51, 56) |

| 9. | 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  (Council Regulation No 207/2009)  (see paras 65-69) |

| 10. | EU trade mark—Definition and acquisition of the EU trade mark—Absolute grounds for refusal—Marks devoid of any distinctive character—Exception—Distinctive character acquired through use—Criteria for assessment  (Council Regulation No 207/2009, Art. 7(3))  (see paras 82-86) |

| 11. | EU trade mark—Definition and acquisition of the EU trade mark—Absolute grounds for refusal—Marks devoid of any distinctive character—Exception—Distinctive character acquired through use—Probative value of the evidence—Criteria for assessment  (Council Regulation No 207/2009, Art. 7(3))  (see para. 91) |

Re:

Action brought against the decision of the Second Board of Appeal of EUIPO of 22 January 2014 (Case R 1250/2013-2), concerning an application for registration of the figurative sign deluxe as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Deluxe Entertainment Services Group Inc. to pay the costs. |

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