Traditional forms of trademarks will remain the most relevant, but companies should also start making more of the new possibilities to register and use more complex marks like hologram marks, motion marks or multimedia marks to strengthen their business. However, give a lot of thought into creating such marks to ensure they will be recognized as TRADEMARKS by the public.



EUTM No. 017451816                            EUTM No. 017941596                           EUTM No. 017965087

(Examples of multimedia marks registered with the EUIPO) Weiterlesen über What you see is what you get – Multimedia Marks

Given the notoriety of McDonald´s and their products, it is hard to imagine anyone would challenge their entitlement to the “Mac” and “Mc” prefixes. However, it was only recently that the European General Court (the EGC) confirmed in its decision T518/13 dated 5 July 2016 that the contested prefixes are reserved for McDonald´s in the food industry.


On April 24, 2016 the European Union Intellectual Property Office (EUIPO) published the report on infringements of protected geographical indications (GIs) for agricultural products in the EUA GI is an indication (usually a name) used on products having a specific geographical origin and possessing a given quality, reputation or other characteristic that is essentially attributable to that origin. The study was conducted from 2012 to 2015, with the aim to establish the size and value of the GI market in the EU, as well as the impact of infringements on EU customers. It included all protected GIs, coming from EU Member States and third counties, protected through registration or by an international agreement.



In line with a recent Louboutin decision, the Swiss Court on 13 May 2016 decided on another purely decorative element filed as a position trademark. This time, German flashlights were in question, and the circular position of the holes on their rim.



Background of the case

We all know that the Internet is everywhere and that our life without has become unimaginable. We also know that its popularity soaring by the minute. However, the rates of its expansion might be even more than anyone could have imagined. If the number of Internet users continues to rocket at current rate, it is predicted to have 5 billion users by 2020. The expected population by that time is 7.8 billion. Therefore, 64% of population in the world will be connected! This is especially shocking in comparison to the numbers from 2014, when (only) 40% of citizens were Internet users.


In the past fifteen years, not only have the numbers skyrocketed, China has taken over the lead in the highest number of Internet users. It clearly established its dominance, doubling the numbers of the next-in-line USA.


On 23 June 2016, the referendum held in the UK tailored history and after 43 years of membership, a small majority of UK citizens decided to leave the EU. As one of the leading countries, with the second largest nominal GDP in the EU, it is safe to say things will now have to notably change. However, it should be mentioned that the switch will not come overnight, there are negotiations to be held and conditions to be met, and the real exit is not expected for a couple more years.


First thing to know is that EU trademark and design systems will no longer be applicable in the UK. Likewise, EU Courts will no longer be an option for the UK citizens.


There has been another round in the legal arena for Rubik´s cube, and this one might be a sign of a shift of powers. So far, all EUIPO´s and EGC´s decision were in favor of protecting the cube, but after the Advocate General´s unfavorable opinion towards this practice, it seems plausible that the European Court of Justice might agree with him.

Background of the case

The two Merck pharmaceutical magnates have shared one name for decades. However, their coexistence has become anything but peaceful, with mutual lawsuits filed all over Europe, and not without good reason. The namesakes managed to confuse everyone, including Facebook, and it is safe to say it is time for a new solution of their problem. Even the European Court of Justice (ECJ) got involved, as their case pointed a few questionable areas of the European Union Trademark Regulation.

Background of the case

Europe is definitely caught up in football fever. Not even the European General Court (EGC) was spared. Rendering their decision on the case Cule v Kule, they decided on the link between a football club and its fans, at least when it comes to proving genuine use of a trademark.

Background of the case

On the final morning of the ECTA Annual Meeting, the first four sessions were all about presenting different points of view on the same topic. One session was on Prior Rights Agreements, introducing the topic from an industry worker’s perspective and a practitioner’s. The parallel session was on Copyrights. The first speaker was Dr. Florian Drücke from German Federation of the Music Industry. He started by admitting that the industry reacted very late to the emerge of the Internet. They did not take it seriously until early 2000, but, after realizing it is a tool that is here to stay, expressly started finding ways to protect copyright online. Their current goal is the development of a sustainable digital market and establishing better offer of legally downloadable goods. However, battling pirate content is proving to be very hard.

The day started with welcome speeches given by ECTA’s President, Mr. Mueller, Dubrovnik’s Deputy Mayor Mr. Raguž, Mrs. Kauterovac, Director General of Croatian IPO and the organizing Committee, led by Mr. Vukmir.