Judgment of the General Court (Sixth Chamber) of 13 December 2018

1. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterAssessment of distinctive characterCriteria

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b))

(see paras 13, 14, 47)

2. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterMarks constituted of advertising slogansDistinctive characterApplication of specific criteria for assessmentNot permissible

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b))

(see para. 15)

3. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterMarks constituted of advertising slogansFlattering promotional formula

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b))

(see paras 16, 17)

4. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterWord mark MULTIFIT

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b))

(see paras 22, 28, 32)

5. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterMarks constituted of advertising slogansSlogan carrying an objective message

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b))

(see para. 27)

6. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalSeparate examination of the various grounds for refusalOverlap of the scope of the grounds set out in Articles 7(1)(b) and 7(1)(c) of Regulation No 2017/1001

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b) to (d))

(see para. 36)

7. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalSign without descriptive characterFact not necessarily implying the distinctive character of the sign

(European Parliament and Council Regulation No 2017/1001, Art. 7(1)(b) and (c))

(see para. 37)

8. EU trade markDecisions of the OfficePrinciple of equal treatmentPrinciple of sound administrationEUIPO’s previous decision-making practicePrinciple of legalityNeed for a strict and complete examination in each particular case

(European Parliament and Council Regulation No 2017/1001)

(see paras 39-43)

Re:

Action brought against the decision of the First Board of Appeal of EUIPO of 15 November 2017 (Case R 846/2017-1), concerning an application for registration of the word sign MULTIFIT as a European Union trade mark.

Operative part

The Court:

1. Dismisses the action;

2. Orders Multifit Tiernahrungs GmbH to pay the costs.