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European Trademark Law
Assoc. Prof. Sanna Wolk 1
European Trademark Law Assoc. Prof. Sanna Wolk Faculty of Law at Uppsala University
Sanna Wolk 1
2 Sanna Wolk
Why trademark protection?
• Strategic tool – Is your trademark unique?
• Before applying, you should find out if your trademark is unique and check it does not infringe someone else's trademark
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European Trademark Law
Assoc. Prof. Sanna Wolk 2
The trademark structure
• The functions of a trademark – identification – guarantees consistent quality – communication
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Why trademark protection?
• The difference between a trademark and other IPRs – Copyright – Patents – Designs
• Cumulative protection or overlapping protection
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The trademark structure
• The legal framework – International registration – EU legislation – National laws
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European Trademark Law
Assoc. Prof. Sanna Wolk 3
The trademark structure
• The international framework – The “Madrid System”
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The trademark structure
• EU regional framework – Trademark directive – Trademark regulation
• Community trademark (regulation)
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The trademark structure
• National trademark protection
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European Trademark Law
Assoc. Prof. Sanna Wolk 4
The trademark structure
• What is a trademark? – A sign which serves to distinguish
the goods and services of one organisation from those of another
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The trademark structure
• Could be – Word marks – Two-dimensional figurative mark – Combination of word and figurative
components – Three-dimensional marks – Sounds – Colour marks
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The trademark structure
• Marks on the market – Word marks: 70-80 % – Figurative marks : ~ 25 % – Non-conventional marks: ~ 5 %
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European Trademark Law
Assoc. Prof. Sanna Wolk 5
The trademark structure
• Registered trademarks – National, EU, international
registrations
• Non-registered trademarks – Recognition by the relevant
consumers
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The trademark structure
• Trademark registration – Can be represented graphically – No grounds for refusal
• Absolute • Relative
– Classifying goods and services • Famous and well known marks
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The trademark structure
• Absolute grounds for refusal, if the sign: – Cannot be represented graphically – Lacks of distinctiveness – Consist exclusively of signs or
indications which are descriptive – Generic – Contrary to public policy or morality – Contains specially protected emblems – three-dimensional trade marks, not
technical shapes – Applied in bad faith
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European Trademark Law
Assoc. Prof. Sanna Wolk 6
The trademark structure
• Relative grounds for refusal, if the sign: – Identical – Similar
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Grounds for refusal
• Cannot be represented graphically
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Represented graphically
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European Trademark Law
Assoc. Prof. Sanna Wolk 7
Represented graphically http://www.youtube.com/watch?v=OVCxJ1aT24A
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Grounds for refusal
• Lacks of distinctiveness
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Distinctive character?
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European Trademark Law
Assoc. Prof. Sanna Wolk 8
Distinctive character?
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Distinctive character?
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Grounds for refusal
• Descriptive
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European Trademark Law
Assoc. Prof. Sanna Wolk 9
Grounds for refusal
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Descriptive?
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BOTOX v. BOTOLIST and BOTOCYL
Grounds for refusal
• Contrary to public policy or morality
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European Trademark Law
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Moral principles?
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Moral principles?
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Grounds for refusal
• Contains specially protected emblems
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European Trademark Law
Assoc. Prof. Sanna Wolk 11
Protected emblem
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Grounds for refusal
• Technical shapes
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Technical shape
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European Trademark Law
Assoc. Prof. Sanna Wolk 12
Grounds for refusal
• Applied in bad faith
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ENCO Bad faith
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Grounds for refusal
• Identical or/and similar – Famous and well known marks
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European Trademark Law
Assoc. Prof. Sanna Wolk 13
Identical or similar?
37 Sanna Wolk
Identical or similar?
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The trademark structure
• What does trademark protection afford the rightholder? – Exclusive right
• Labelling • Offering • Supplying • Stocking • Importing and exporting • Advertising
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European Trademark Law
Assoc. Prof. Sanna Wolk 14
Exemptions and limitations
• Limited (legal) limitations – Private use or non-commercial use – Own name or address – Indications concerning quality,
quantity, value, geographical origin – Where it is necessary to indicate the
intended purpose of a product or service
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Non-commercial use
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Consumption
• On the market – Consumption – Parallel imports
• Repacking (pharmaceutical products)
• EU/EEA (European Economic Area) exhaustion
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European Trademark Law
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Consumption
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The trademark structure
• What is the term of protection? – Registered trademarks
• 10 years • Renewal
– Actual use (5 years) – Generic marks
– Non-registered trademarks • Recognised
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Generic
Gramophone
Escalator
Dynamit
Vespa?
Thermos
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European Trademark Law
Assoc. Prof. Sanna Wolk 16
Sanctions
• Injunction • Border measures • Damages • Destruction (of the infringing
goods) • Publication of court decisions • Penal sanctions
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Online issues
• Domain names • Metatags • AdWords • Online market places
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Online issues
• Domain names
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European Trademark Law
Assoc. Prof. Sanna Wolk 17
Online issues
• Metatags
HTML <meta> Tag
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Online issues
• AdWords
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Online issues
• Online market places
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European Trademark Law
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Thank you! Sanna Wolk Assoc. Professor, Dr Jur. Uppsala University Academy of Intellectual Property and Competition Law Faculty of Law Box 512 SE-751 20 Uppsala Sweden Phone: + 46 709 62 62 82 Email: [email protected] Web: www.wolk.se
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