Judgment of the General Court (Ninth Chamber) of 12 May 2016 —
Chung-Yuan Chang v EUIPO — BSH Hausgeräte (AROMA)

(Case T‑749/14)

EU trade mark — Invalidity proceedings — International registration designating the European Union — Word mark AROMA — Absolute grounds for refusal — Descriptive character — Lack of distinctive character — Article 7(1)(b) and (c) of Regulation (EC) No 207/2009

1.                     EU trade mark — Appeals procedure — Action before the EU judicature — Jurisdiction of the General Court — Review of the lawfulness of decisions of the Boards of Appeal — Re-examination of the facts in the light of evidence not previously submitted before EUIPO bodies — Not included (Council Regulation No 207/2009, Art. 65) (see para. 16)

2.                     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 — Aim — Need to preserve availability (Council Regulation No 207/2009, Art. 7(1)(c)) (see para. 22)

3.                     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 23, 29, 45)

4.                     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 — Marks devoid of any distinctive character — Word mark AROMA (Council Regulation No 207/2009, Art. 7(1)(b) and (c)) (see paras 26, 37-42, 61-64)

5.                     EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Overlap between the scope of the grounds for refusal set out in subparagraphs (b) and (c) of Article 7(1) of Regulation No 207/2009 (Council Regulation No 207/2009, Art. 7(1)(b) and (c)) (see para. 57)

6.                     EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Concept (Council Regulation No 207/2009, Art. 7(1)(b)) (see para. 58)

7.                     EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Assessment of distinctive character — Criteria (Council Regulation No 207/2009, Art. 7(1)(b)) (see paras 59, 60)

Re:

ACTION brought against the decision of the Fourth Board of Appeal of EUIPO of 4 September 2014 (Case R 1887/2013-4), relating to invalidity proceedings between Peter Chung-Yuan Chang and BSH Hausgeräte.

Operative part

The Court:

1. Annuls the decision of the Fourth Board of Appeal of the European Union Intellectual Property Office (EUIPO) of 4 September 2014 (Case R 1887/2013-4);

2. Orders EUIPO and BSH Hausgeräte GmbH to bear their own costs and to pay those incurred by Mr Peter Chung-Yuan Chang.