28/07/2025
'Iceland' trademarks are cancelled following the decision of the General Court (EU) in cases T-105/23 and T-106/23. That means that both the word and figurative EU trademarks containing the term 'Iceland', held by the UK supermarket chain Iceland, must be cancelled. The trademarks were challenged by the Icelandic Ministry of Foreign Affairs due to the broad descriptive nature of the trademarks in relation to the goods and services they encompassed. The ruling reasons with recent judgements that reinforced the fact that geographical names must be available for public use, since they can influence consumer tastes and shape perception, since these names can indicate the origin, quality or characteristics of goods. The rulings highlight the importance of reaching a balance between the public interest and trademark protection.