Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Third Chamber) of 20 December 2023 –  
The Mochi Ice Cream Company v EUIPO (my mochi)

(Case T‑189/23) (
[1](#t-ECR_62023TJ0189_INF_EN_01-E0001)
)

(EU trade mark – International registration designating the European Union – Figurative mark my mochi – Absolute ground for refusal – No distinctive character – Promotional slogan – Article 7(1)(b) and (2) of Regulation (EU) 2017/1001)

| 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  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paragraph 17) |

| 2. | 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 – Distinctive character – Application of specific criteria for assessment – Not permissible  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paragraphs 19-21, 25) |

| 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 paragraphs 22, 24) |

| 4. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of any distinctive character – Figurative mark my mochi  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paragraphs 26, 29, 37, 44, 45) |

| 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  (European Parliament and Council Regulation 2017/1001)  (see paragraphs 39, 40) |

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders each party to bear its own costs. |

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(
[1](#c-ECR_62023TJ0189_INF_EN_01-E0001)
) [OJ C 189, 30.5.2023](./../../../legal-content/EN/AUTO/?uri=OJ:C:2023:189:TOC).

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