‘TurkAegean’ invalidated as ruling confirms Greece’s concerns about fair geographic representation
Greece began 2025 with a significant diplomatic and economic win as the European Union Intellectual Property Office (EUIPO) overturned the trademark registration of “TurkAegean,” a tourism slogan secured by Turkey in December 2021. The EUIPO’s ruling, issued on January 9, invalidated the trademark across six categories – advertising, media, transportation services, education, hospitality, and legal services.
The decision marks a milestone in a contentious cultural and geopolitical dispute between Greece and Turkey over the shared legacy of the Aegean Sea. The Turkish authorities now have two months to file an appeal and an additional four months to provide written justification if they choose to contest the ruling.
The EUIPO’s detailed 19-page decision focused primarily on legal interpretations of trademark law. Central to the ruling was the assertion that “TurkAegean” contained strong geographic references. The phrase “TurkAegean” was deemed by the EUIPO to be immediately interpreted by the English-speaking audience as the “Turkish part of the Aegean,” a region already recognized as a prominent tourist destination and economic hub, including cities such as Izmir.
The EUIPO emphasized that geographic terms, when widely recognized, cannot be monopolized as trademarks, especially when they are associated with specific goods or services. The ruling stated that the fact that the term “TurkAegean” does not appear in dictionaries does not diminish its meaning.
Additionally, the EUIPO found that the trademark lacked originality and distinctiveness, describing the accompanying red heart graphic as a common advertising element without novel attributes.
The ruling dismissed Turkey’s argument that Greece’s challenge constituted an abuse of rights, affirming Greece’s entitlement to oppose a trademark that potentially conflicted with public order, ethics, or good faith principles. The decision refrained from countering Greece’s claim that Turkey’s attempt was contrary to public interest and reflected geopolitical motivations beyond economic gain. In rejecting Turkey’s claim that Greece sought to monopolize Aegean tourism, the EUIPO implied that Turkey’s original registration may have had similar intentions.
The ruling strengthens Greece’s stance not only in preserving cultural and geographic heritage but also in pushing back against broader efforts to redefine regional narratives.
source
https://www.ekathimerini.com/economy/1258286/eu-blocks-turkeys-aegean-trademark-bid/
