Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Tenth Chamber) of 8 July 2020 –  
Teva Pharmaceutical Industries v EUIPO (Weniger Migräne. Mehr vom Leben.)

(Case T‑697/19)

(EU trade mark – Application for EU word mark Weniger Migräne. Mehr vom Leben. – Absolute ground for refusal – No 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 – Meaning – Criteria for assessment  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 13, 14) |

| 2. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Assessment of distinctive character – Criteria – Perception of the trade mark by the relevant public – Attention level of the public  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 19) |

| 3. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Word mark Weniger Migräne. Mehr vom Leben.  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 24, 28, 30, 31) |

| 4. | 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 25, 26) |

| 5. | 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 – Laudatory promotional formula  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 27) |

| 6. | 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  (European Parliament and Council Regulation 2017/1001)  (see para. 36) |

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 12 August 2019 (Case R 779/2019-5), relating to an application for registration of the word sign Weniger Migräne. Mehr vom Leben. as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Teva Pharmaceutical Industries Ltd to pay the costs. |

[Top](#document1)