EU

For successful companies, growth rarely occurs by chance. Expansion requires sharp choices, market insight and the ability to turn assets – such as trademarks and technology – into competitive advantage.

We’re excited to announce that the 39th MARQUES Annual Conference will take place from 16–19 September 2025 at the World Forum in The Hague, Netherlands.

The EUIPO has refused the attempt by the Piaggio Group, manufacturer of the iconic Vespa, to register a three-dimensional trademark representing the shape of a scooter. The failure of the 3D trademark registration illustrates once again the difficulty of protecting non-traditional trademarks.

Following a recent decision by the Swiss Federal Administrative Court confirming that an artificial intelligence (AI) system cannot be the inventor of a patent, Robert Balsters explores the legal and practical realities of AI-assisted inventions and the future of AI patent inventorship.

What are geographical indications (GIs) and why do they matter? Inspired by his summer barbecue, Matteo Mariano explores some of the GIs that protect food and drinks.

After its patent rights expired, the owners of the iconic Rubik’s Cube attempted to use trademark registrations to extend its protection. After decades of disputes, its black and white trademark and now its colour trademark have been found invalid, as Volha Parfenchyk explains.

How distinct are the retail services of shops that offer only one brand's products (such as flagship stores) from those that sell products from multiple brands (such as department stores)? This was the question at the heart of the recent Rituals trademark class decision at the CJEU, as Sven Valstar explains.

The recent dispute over the Decathlon 'Easybreath' mask offers helpful clarity about the protection provided by EU design rights, says Florence Chapin. She dives into the ruling and the key takeaways for innovators.

Can a product which is marketed but not reproducible/analysable be considered prior art? This is the question at the heart of the decision in G 1/23, says Philippe Vigand. He explains the implications of the Enlarged Board of Appeal’s findings. 

The rapid dissemination of AI-generated images in the style of the famous Japanese Studio Ghibli on social media will probably not have escaped your attention. This new trend raises some important legal and ethical questions about generative AI and copyright, as Gaëlle Andrieu explores. 

Should ‘applied art’, such as furniture or modular design systems, be subject to a stricter test of originality in copyright law than other works, such as paintings or novels?

At a time when climate and environmental issues are more important than ever, it is reasonable to look to technological innovation for at least part of the solution. Martin Chaumont explains the critical role of the patent system in protecting, promoting and financing 'green' technology innovations.