1. 

EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks composed exclusively of signs or indications capable of designating the characteristics of a product or service — Concept (Council Regulation No 207/2009, Art. 7(1)(c)) (see paras 16, 17)

2. 

EU trade mark — Surrender, revocation and invalidity — Absolute grounds for invalidity — Registration contrary to Article 7(1)(c) of Regulation No 207/2009 — Word mark RESCUE (Council Regulation No 207/2009, Art. 7(1)(c)) (see paras 20-42, 47)

3. 

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 (see paras 44, 45)

4. 

EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Trade marks which are devoid of distinctive character, descriptive or commonplace — Exception — Distinctive character acquired through use — Criteria for assessment (Council Regulation No 207/2009, Art. 7(3)) (see paras 54, 55)

1. 

Dismisses the action;

2. 

Orders Bach Flower Remedies Ltd to bear its own costs and to pay those incurred by the European Union Intellectual Property Office (EUIPO).