1. 

EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Definition – Criteria for assessment

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

(see paragraphs 13, 14)

2. 

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 paragraphs 15, 16)

3. 

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 – Criteria for assessment

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

(see paragraphs 17, 18)

4. 

EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of 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 – Need to take account of the overall perception of the combination by the relevant public

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

(see paragraph 24)

5. 

EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Word mark SMART!

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

(see paragraphs 25-30, 32, 39, 40)

6. 

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 No 2017/1001)

(see paragraphs 46-48)

1. 

Dismisses the action;

2. 

Orders each party to bear its own costs.