Source: EURLEX
Language: en
Format: md

Judgment of the General Court (First Chamber) of 8 May 2024 –  
The Not Company v EUIPO (NOT MILK)

(Case T‑320/23) (
[1](#t-ECR_62023TJ0320_INF_EN_01-E0001)
)

(EU trade mark – Application for EU figurative mark NOT MILK – Absolute grounds for refusal – No distinctive character – Descriptive character – Article 7(1)(b) and (c) of Regulation (EU) 2017/1001 – Obligation to state reasons – Equal treatment – Principle of sound administration)

| 1. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Meaning  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))  (see paragraphs 17, 18) |

| 2. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Assessment of the descriptive character of a sign – Criteria – Composite mark  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))  (see paragraphs 19, 50) |

| 3. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Aim – Need to preserve availability  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))  (see paragraph 20) |

| 4. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Concept of characteristic  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))  (see paragraphs 35-37) |

| 5. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks consisting exclusively of signs or indications which may serve to designate the characteristics of a product or service – Figurative mark NOT MILK  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(c))  (see paragraphs 40-46, 53, 55, 66) |

| 6. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Examination of the grounds for refusal having regard to each of the goods or services covered by the application for registration – Obligation to state the reasons for refusing to register – Scope  (European Parliament and Council Regulation 2017/1001, Arts 7(1) and 94(1), first sentence)  (see paragraphs 59-62) |

| 7. | EU trade mark – Procedural provisions – Statement of reasons for decisions – First sentence of Article 94(1) of Regulation 2017/1001 – Scope identical to that of Article 296 TFEU – Recourse by the Board of Appeal to implicit reasoning – Whether permissible – Conditions  (Art. 296 TFEU; European Parliament and Council Regulation 2017/1001, Art. 94(1), first sentence)  (see paragraphs 74, 75) |

| 8. | EU trade mark – Decisions of EUIPO – Principle of equal treatment – Principle of sound administration – EUIPO’s previous decision-making practice – Principle of legality – Need for a stringent and full examination in each individual case  (European Parliament and Council Regulation 2017/1001)  (see paragraphs 79-81, 83) |

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Declares that each party is to bear their own costs. |

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(
[1](#c-ECR_62023TJ0320_INF_EN_01-E0001)
) [OJ C 261, 24.7.2023](./../../../legal-content/EN/AUTO/?uri=OJ:C:2023:261:TOC).

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