Using a Surname in a Trademark: Has the Messi Case Changed Case-Law?

Van Anh, Le; Buchalska, Joanna

Abstract

Using a surname as a trademark or part of a trademark has been the subject of numerous case-laws and has been widely discussed in the literature. However, it seems that after the Messi case (cases C-449/18 P and C-474/18 P), the Court of Justice of the European Union (CJEU) seems to have departed from their previous approach where it was held that surnames in trademarks should be treated as normal signs. In the Messi case, the CJEU, however, ruled that the reputation of Messi – an internationally famous football player – is so well known that an average consumer, seeing the ‘MESSI’ mark placed on clothing, gymnastic or sporting articles and protective equipment, will establish a link between the mark and the sports personality, despite the similarity between the ‘MESSI’ mark to the ‘MASSI’ brand name, a previously registered trademark. However, this ruling gives rise to the following questions, which this article seeks to address:
- How can one prove that someone’s surname is globally recognised?
- Why did the CJEU decide that Messi is better known than, for instance, Picasso who was the subject of the previous case? Who else can be as famous as Messi if Picasso was held not to be?
- Has Messi changed the CJEU’s approach and opened the floodgates to expand trademark protection for an unlimited number of trademarks?

This article attempts to answer these questions.

Keywords

trademark (3)surname (1)reputation (1)

References

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APA style

Van Anh, Le & Buchalska, Joanna (2022). Using a Surname in a Trademark: Has the Messi Case Changed Case-Law?. (2022). Using a Surname in a Trademark: Has the Messi Case Changed Case-Law?. Krytyka Prawa. Niezależne Studia Nad Prawem, 14(3), 67–84. https://doi.org/10.7206/kp.2080-1084.541 (Original work published 2022)

MLA style

Van Anh, Le and Buchalska, Joanna. “Using A Surname In A Trademark: Has The Messi Case Changed Case-Law?”. 2022. Krytyka Prawa. Niezależne Studia Nad Prawem, vol. 14, no. 3, 2022, pp. 67–84.

Chicago style

Van Anh, Le and Buchalska, Joanna. “Using A Surname In A Trademark: Has The Messi Case Changed Case-Law?”. Krytyka Prawa. Niezależne Studia Nad Prawem, Krytyka Prawa. Niezależne Studia nad Prawem, 14, no. 3 (2022): 67–84. doi:10.7206/kp.2080-1084.541.

Copyright info

CC-BY

[1] Buchalska J., Nazwisko jako przedmiot ochrony w prawie polskim, Warszawa 2016. [Google Scholar]

[2] Freitag R., Subjektive Anknüpfung: Vorstellung des Vorschlags, [in:] A. Dutta, T. Helms, W. Printens, Ein Name in ganz Europa, Vorschläge für ein Internationales Namensrecht der Europäischen Union, Frankfurt am Main 2016. [Google Scholar]

[3] Funken K., Das Anerkennungsprinzip im internationalen Privatrecht. Perspektiven eines europäischen Anerkennungskollisionsrechts für Statusfragen, München 2009. [Google Scholar]

[4] Giannino M., Messi Like Picasso? General Court Rejects Opposition Against Registration as an EUTM Featuring the Name of Lionel Messi, “Journal of Intellectual Property Law & Practice” 2018, 13(9). [Google Scholar]

[5] Lagarde P., L’oeuvre de la Commission Internationale de l’Etat Civil en matière de nom des personnes, [in:] H.- Mansel P., Pfeiffer T., Kronke H., Köhler Ch., Hausmann R. (eds.), Festschrift für Erik Jayme, Band II, Munich 2004. [Google Scholar]

[6] Mancinella M., The Visual, the Phonetic and the Famous: Trade Mark Similarity in the Wake of Messi v EUIPO, “European Intellectual Property Review” 2018, 40(10). [Google Scholar]

[7] Martin S., Lionel Messi v EUIPO: 2-0. Court of Justice Blows Final Whistle on Opposition Proceedings Involving Leo Messi, “Journal of Intellectual Property Law & Practice” 2021, 16(1). [Google Scholar]

[8] Meier P., de Luze E., Droit des personnes. Articles 11–89a CC, Schulthess 2014. [Google Scholar]

[9] Nautré S., Le nom en droit compare, Frankfurt am Main 1977. [Google Scholar]

[10] Sztoldman A., The Lionel Messi Case: Trade Mark’s Reputation Blurred with Personal Notoriety, “European Intellectual Property Review” 2021, 43(6). [Google Scholar]

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