{"id":101332,"date":"2025-11-20T12:43:19","date_gmt":"2025-11-20T11:43:19","guid":{"rendered":"https:\/\/www.ictrechtswijzer.be\/?p=101332"},"modified":"2025-11-20T12:43:20","modified_gmt":"2025-11-20T11:43:20","slug":"can-a-wine-brand-refer-to-a-well-known-wine-region","status":"publish","type":"post","link":"https:\/\/www.ictrechtswijzer.be\/en\/mag-een-wijnmerk-verwijzen-naar-een-bekende-wijnstreek\/","title":{"rendered":"Can a wine brand refer to a well-known wine region?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">When a trademark owner chooses a name that refers in part to a well-known region, it often clashes with the strict protection of <a href=\"https:\/\/economie.fgov.be\/nl\/themas\/verkoop\/reglementering\/etikettering\/oorsprongsaanduiding\/beschermde-oorsprongsbenaming\" target=\"_blank\" rel=\"noreferrer noopener\">Protected Designations of Origin (PDOs)<\/a>. Can you just use the term \u201cProvence\u201d in a <a href=\"https:\/\/www.ictrechtswijzer.be\/en\/trademark-law-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">trademark<\/a> when there's also a protected designation like \u201cCoteaux d'Aix-en-Provence\u201d? The answer is yes, provided there is no direct use, representation (evocation) or deception. In a <a href=\"https:\/\/www.courbeneluxhof.int\/wp-content\/uploads\/2025\/10\/C-2024-22-5-ARREST-Layout.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">ruling of 30 September 2025<\/a> the Benelux Court of Justice ruled that, despite the geographical overlap, the trademark \u201cSEX en Provence\u201d does not infringe on the PDO \u201cCoteaux d'Aix-en-Provence.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-feiten-en-context\">The facts and context<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In this case, two parties faced off before the Benelux Court. On the one hand, the Institut National de l'Origine et de la Qualit\u00e9 (<a href=\"https:\/\/www.inao.gouv.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">INAO<\/a>), the organization that watches over French protected designations of origin. On the other hand, Groupe LFE BV, a commercial party that applied to the Benelux Office for Intellectual Property (BOIP) for the word mark \u201cSEX en Provence\u201d for wines on June 30, 2022.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">INAO filed an opposition to this trademark based on the earlier Protected Designation of Origin (PDO) \u201cCoteaux d'Aix-en-Provence.\u201d The BOIP rejected this opposition, after which INAO appealed to the Benelux Court of Justice. INAO argued that the trademark \u201cSEX en Provence\u201d infringed European rules protecting PDOs, because it would tarnish and dilute the reputation of the PDO through its association with sex, and because it would be an unlawful \u2018representation\u2019 of the protected name.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-beslissing-en-regelgeving\">The decision and regulations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Benelux Court upheld the decision of the BOIP and allowed registration of the trademark. In doing so, the Court applied the new <a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2024\/1143\/oj\" target=\"_blank\" rel=\"noreferrer noopener\">EU Regulation No. 2024\/1143<\/a> which has been in force since May 2024 and has immediate effect on ongoing proceedings.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The key points of the September 30, 2025 ruling are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>No \u2018use\u2019 of the PDO:<\/strong> The Court found that there was no identity or a \u201cdegree of similarity bordering on identity.\u201d The geographical term \u201cAix-en-Provence\u201d in the PDO is in itself merely an indication of place. The distinctive element of the PDO is its combination with \u201cCoteaux d'\u201d, which is absent from the mark.<\/li>\n\n\n\n<li><strong>No \u2018representation\u2019 (evocation):<\/strong> To constitute a prohibited representation, the consumer, upon seeing the mark, must immediately envision the image of the protected goods (the specific PDO wine). The Court ruled that when \u201cSEX en Provence\u201d is mentioned, the average consumer is more likely to think of the Provence region in general or a play on words, but not specifically of the PDO \u201cCoteaux d'Aix-en-Provence\u201d.<\/li>\n\n\n\n<li><strong>No deception:<\/strong> Since the wines under the \u201cSEX en Provence\u201d brand are effectively from Provence (and are limited to certain PDOs from that region), consumers are not misled as to their origin.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-juridische-analyse-en-duiding\">Legal analysis and interpretation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This ruling provides an interesting look at the areas of tension within trademark law and the protection of geographical indications (GIs).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-toepassing-van-de-nieuwe-verordening-eu-2024-1143\">Application of the new Regulation (EU) 2024\/1143<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Legally relevant is that the Court confirms the immediate effect of the new regulation. Although the trademark application dates back to 2022 (under the old Regulation 1308\/2013), the assessment must be made on the basis of the rules in force at the time of the ruling. This is in line with established case law of the CJEU, as new protection rules are supposed to directly serve the interests of right holders.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-de-drempel-voor-evocatie\">The threshold for \u2018Evocation\u2019<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The concept of \u2018representation\u2019 (or evocation) is interpreted broadly by the CJEU, but it has limits. In cases such as <a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=202636&amp;pageIndex=0&amp;doclang=NL&amp;mode=lst&amp;dir=&amp;occ=first&amp;part=1&amp;cid=8607095\" target=\"_blank\" rel=\"noreferrer noopener\">Scotch Whisky<\/a> and <a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=245745&amp;pageIndex=0&amp;doclang=NL&amp;mode=lst&amp;dir=&amp;occ=first&amp;part=1&amp;cid=8606714\" target=\"_blank\" rel=\"noreferrer noopener\">Champanillo<\/a> it was held that a phonetic or visual similarity or conceptual proximity may be sufficient. However, in Coteaux d'Aix-en-Provence, the Benelux Court drew a clear line:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cIndeed, the Sign does not contain the essential component of the PDO that distinguishes the goods under the PDO from other wines of the region.\u201d<sup><\/sup><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The Court emphasizes that the term \u201cProvence\u201d is a general geographical indication within which many wines fall. A PDO holder cannot therefore claim a monopoly on the name of an entire region (\u201cProvence\u201d) through the back door if its protection specifically relates to a sub-region (\u201cCoteaux d'Aix...\u201d). Moreover, the prominent and conceptually strong word \u201cSEX\u201d causes the consumer's attention to be diverted from the geographical nuance, breaking the direct link to the specific PDO.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-dit-concreet-betekent\">What this specifically means<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This ruling has practical implications for both trademark owners and producers with protected designations of origin.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>For brand owners and marketers:<\/strong> You have scope to include geographical terms in your trademark, as long as you avoid using the full, specific name of a PDO.  A mark that merely refers to a broad region (such as \u201cProvence\u201d) is defensible, especially if you add a strong, distinctive element (such as a provocative word or a unique logo). Just make sure your product actually comes from that region to avoid deception.<\/li>\n\n\n\n<li><strong>For holders of a PDO:<\/strong> The protection of a PDO is powerful, but not absolute. You cannot oppose every trademark that uses part of your geographical name, especially if that part is a commonly known regional name. Opposition is only likely if the challenged trademark evokes the specific identity of your PDO in consumers.<\/li>\n\n\n\n<li><strong>For the alcohol sector:<\/strong> The court noted that any conflict with advertising codes (about the link between alcohol and sex) is separate from trademark law. A trademark registration can be valid even if its use in advertising campaigns would be restricted by ethics committees.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faq-veelgestelde-vragen-over-merken-en-geografische-aanduidingen\">FAQ: Frequently asked questions about trademarks and geographical indications<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What is the difference between a brand and a PDO?<\/strong> <br>A trademark (such as Coca-Cola or, in this case, \u201cSEX en Provence\u201d) is a sign that distinguishes products from a specific company. A Protected Designation of Origin (PDO), such as Champagne or Parma ham, guarantees that a product comes from a specific region and has been produced according to traditional methods.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Can I register a trademark that contains a place name?<\/strong> <br>Yes, that is possible, as long as the mark is not descriptive of the goods or services (or has obtained incorporation) and does not mislead the public. However, if that place name is part of a protected designation (PDO), you must be careful not to unduly ride on the reputation of that PDO.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>When is there \u2018evocation\u2019 or representation of a PDO?<\/strong> <br>Evocation occurs when the average consumer, upon seeing your product name, immediately and without thinking, sees before him the image of the product protected by the PDO. This can happen even without the names being identical, such as by visual similarity or sound similarity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusie\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The case of INAO vs. Groupe LFE shows that intellectual property law, and specifically the protection of geographical indications, is a matter of nuance. Not every reference to a region is an infringement of a PDO. As long as sufficient distance is maintained from the specific protected name and there is no confusion or deception as to origin, there is room for creative trademarking.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ictrechtswijzer.be\/en\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Are you facing a conflict concerning trademark rights or geographical indications? Our attorneys, specialized in intellectual property and trademark law, are ready to analyze your case and defend your interests. Contact us for an initial strategic advice.<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Wanneer een merkhouder een naam kiest die deels verwijst naar een bekende regio, botst dit vaak met de strenge bescherming van Beschermde Oorsprongsbenamingen (BOB&#8217;s). Mag u zomaar de term &#8220;Provence&#8221; gebruiken in een merknaam als er ook een beschermde aanduiding zoals &#8220;Coteaux d&#8217;Aix-en-Provence&#8221; bestaat? Het antwoord is ja, mits er geen sprake is van direct [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":101333,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[82],"tags":[],"class_list":["post-101332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-merkenrecht"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mag een wijnmerk verwijzen naar een bekende wijnstreek? - ICT Rechtswijzer Advocaat<\/title>\n<meta name=\"description\" content=\"Merkregistratie vs. Beschermde Oorsprongsbenaming: waar ligt de grens? 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