--- title: "EU Trademark Examination & Absolute Grounds Refusal | GTC" description: "How EUIPO examines EUTM applications under Article 7 EUTMR. Covers absolute grounds for refusal, descriptiveness, deficiency letters, response strategies..." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Organization", "name": "Global Trademark Company LLC", "url": "https://globaltrademarkcompany.com", "logo": "https://globaltrademarkcompany.com/gtc-logo.svg", "description": "Multi-practice IP and business legal firm. Trademarks in 100+ jurisdictions, patents in 10 + PCT, copyrights under Berne. Operating since 2016.", "foundingDate": "2016", "sameAs": [ "https://www.linkedin.com/company/globaltrademarkcompany/", "https://www.trustpilot.com/review/globaltrademark.co" ], "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-510-973-4964", "contactType": "customer service", "areaServed": "US", "availableLanguage": [ "English" ] }, { "@type": "ContactPoint", "telephone": "+44-7453-347853", "contactType": "customer service", "areaServed": "GB", "availableLanguage": [ "English" ] }, { "@type": "ContactPoint", "telephone": "+91-6397-329955", "contactType": "customer service", "areaServed": "IN", "availableLanguage": [ "English", "Hindi" ] } ], "address": [ { "@type": "PostalAddress", "streetAddress": "712 H Street NE, Suite 2094", "addressLocality": "Washington", "addressRegion": "DC", "postalCode": "20002", "addressCountry": "US" }, { "@type": "PostalAddress", "streetAddress": "YSC Complex, 4th floor, A-400, 12 Ajit Singh House, Sri Aurobindo Marg", "addressLocality": "New Delhi", "addressRegion": "Delhi", "postalCode": "110016", "addressCountry": "IN" } ] }, { "@context": "https://schema.org", "@type": "BlogPosting", "headline": "EU Trademark Examination and Absolute Grounds for Refusal", "description": "How EUIPO examines EUTM applications under Article 7 EUTMR. Covers absolute grounds for refusal, descriptiveness, deficiency letters, response strategies...", "image": "https://zbdppqwokjgncujmplfm.supabase.co/storage/v1/object/public/application-files/blog/eu-trademark-examination-refusal.jpg?t=1780327435732", "datePublished": "2025-12-29T09:00:00+00:00", "dateModified": "2026-06-21T15:54:17.828619+00:00", "inLanguage": "en-US", "isAccessibleForFree": true, "articleSection": "guides", "keywords": "EU trademark examination, EUTM refusal, Article 7 EUTMR, absolute grounds, EUIPO examination, trademark descriptiveness", "wordCount": 1637, "author": { "@type": "Person", "name": "Zaman Zaidi", "jobTitle": "Founder & Attorney", "image": "https://globaltrademarkcompany.com/team/zaman.jpg", "url": "https://globaltrademarkcompany.com/team/zaman-zaidi" }, "publisher": { "@type": "Organization", "name": "Global Trademark Company LLC", "url": "https://globaltrademarkcompany.com", "logo": { "@type": "ImageObject", "url": "https://globaltrademarkcompany.com/gtc-logo.svg" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://globaltrademarkcompany.com/blog/eu-trademark-examination-refusal" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://globaltrademarkcompany.com" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://globaltrademarkcompany.com/blog" }, { "@type": "ListItem", "position": 3, "name": "EU Trademark Examination and Absolute Grounds for Refusal", "item": "https://globaltrademarkcompany.com/blog/eu-trademark-examination-refusal" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Does EUIPO check for conflicts with existing trademarks?", "acceptedAnswer": { "@type": "Answer", "text": "No. EUIPO only examines absolute grounds under Article 7 EUTMR (descriptiveness, distinctiveness, etc.). It does not search for or refuse marks based on earlier rights. Conflict-based challenges come from third parties during the [opposition period](/blog/eu-trademark-opposition-timeline-costs)." } }, { "@type": "Question", "name": "What happens if my EUTM application is partially refused?", "acceptedAnswer": { "@type": "Answer", "text": "If the mark is descriptive for some goods/services but not others, EUIPO may issue a partial refusal. You can accept the refusal for those items and proceed with registration for the remaining goods/services." } }, { "@type": "Question", "name": "How long do I have to respond to an EUIPO examination objection?", "acceptedAnswer": { "@type": "Answer", "text": "You typically have **2 months** from the date of the objection letter. This can be extended by a further 2 months on request. After the extended deadline, no further extensions are granted." } }, { "@type": "Question", "name": "Can I overcome a descriptiveness refusal?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, through two main routes: (1) arguing that the mark is not actually descriptive when considered as a whole in context, or (2) submitting evidence of acquired distinctiveness under Article 7(3) EUTMR demonstrating that the mark has become distinctive through extensive use across a substantial part of the EU." } }, { "@type": "Question", "name": "What is the success rate of appeals to the Board of Appeal?", "acceptedAnswer": { "@type": "Answer", "text": "Success rates vary by ground of refusal and the quality of arguments presented. Appeals based on strong acquired distinctiveness evidence or novel legal arguments have reasonable prospects. The appeal fee is EUR 720." } }, { "@type": "Question", "name": "Is examination different for Fast Track applications?", "acceptedAnswer": { "@type": "Answer", "text": "The substantive examination criteria are identical. Fast Track simply means the formalities check is expedited (often within days) because the application uses pre-approved TMclass terms and e-filing. Absolute grounds assessment applies equally to all applications." } }, { "@type": "Question", "name": "Do I need to show acquired distinctiveness across all 27 member states?", "acceptedAnswer": { "@type": "Answer", "text": "Not necessarily all 27, but across a **substantial part of the EU**. The evidence must cover a geographically and demographically significant portion of the Union. Evidence from just one or two small member states is unlikely to suffice." } } ] } ] --- [](/) - Trademarks - Patents - Copyrights - Data Privacy - Business Legal - [Pricing](/pricing) - Resources Sign inEN · USD Sign in 1. 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EU Trademark Examination and Absolute Grounds for Refusal [Back to Blog](/blog) guides # EU Trademark Examination and Absolute Grounds for Refusal ![Zaman Zaidi](/team/zaman.jpg)Zaman Zaidi · Founder & International Trademark Attorney December 29, 2025 14 min read Share Last updated: June 21, 2026 ![EU Trademark Examination and Absolute Grounds for Refusal](https://zbdppqwokjgncujmplfm.supabase.co/storage/v1/render/image/public/application-files/blog/eu-trademark-examination-refusal.jpg?width=1200&quality=80&resize=contain&t=1780327435732) In this article [EU Trademark Examination and Absolute Grounds for Refusal](#eu-trademark-examination-and-absolute-grounds-for-refusal)[The EUIPO Examination Process](#the-euipo-examination-process)[Article 7: Absolute Grounds for Refusal](#article-7-absolute-grounds-for-refusal)[Other Absolute Grounds](#other-absolute-grounds)[The Multilingual Test](#the-multilingual-test)[Responding to a Provisional Refusal](#responding-to-a-provisional-refusal)[Appeal to the Board of Appeal](#appeal-to-the-board-of-appeal)[Common Examination Pitfalls](#common-examination-pitfalls)[How to Increase Your Chances of Passing Examination](#how-to-increase-your-chances-of-passing-examination)[Frequently Asked Questions](#frequently-asked-questions) ## EU Trademark Examination and Absolute Grounds for Refusal After you file a European Union Trade Mark (EUTM) application with EUIPO, it undergoes a formal examination process before publication. Unlike some national offices, **EUIPO does not examine for relative grounds** — it does not check whether your mark conflicts with existing trademarks. That task falls to third parties during the [3-month opposition period](/blog/eu-trademark-opposition-timeline-costs). What EUIPO **does** examine are the **absolute grounds for refusal** under Article 7 of the EU Trade Mark Regulation (EU 2017/1001). Understanding these grounds is essential for filing a mark that will pass examination. > **Pro tip:** Before filing, [run a free trademark check](/free-trademark-check) to assess whether your proposed mark may face examination issues based on descriptiveness or distinctiveness concerns. ## The EUIPO Examination Process EUIPO's examination has two phases: ### Phase 1: Formalities Check The examiner verifies: - **Completeness** — all required fields (applicant details, mark representation, goods/services list) are present - **Fee payment** — the applicable [filing fees](/blog/how-to-register-eu-trademark-eutm-guide) have been paid - **Classification accuracy** — goods and services are correctly assigned to Nice classes using accepted [TMclass terminology](/blog/eu-trademark-classes-goods-services) - **Representation clarity** — the mark is represented clearly enough to determine the subject matter of protection - **Language compliance** — a valid first and second language have been selected If there are formalities issues, EUIPO issues a **deficiency letter** giving you typically **2 months** to correct the problems. ### Phase 2: Absolute Grounds Examination This is the substantive examination. The examiner assesses whether the mark falls foul of any prohibition under **Article 7 EUTMR**. ## Article 7: Absolute Grounds for Refusal Article 7(1) EUTMR lists the grounds on which a mark **shall** be refused registration. The most commonly invoked are: ### (a) Signs Not Capable of Constituting a Trade Mark The sign must be capable of distinguishing the goods or services of one undertaking from those of another. Abstract concepts, overly simple shapes, or single letters/numbers without stylisation may fail this test. ### (b) Marks Devoid of Distinctive Character The mark must possess **inherent distinctiveness** — it must be perceived by the relevant public as identifying the commercial origin of the goods or services. Common words, generic phrases, and commonplace designs are typically refused. **Examples of refusals:** - "BEST QUALITY" for manufactured goods — purely laudatory - A plain green rectangle for financial services — non-distinctive shape - "123" in standard characters for software — common numerical expression ### (c) Descriptive Marks Marks that consist exclusively of signs or indications that describe: - The **kind, quality, quantity, or intended purpose** of the goods/services - **Geographic origin** (e.g., "PARIS FASHION" for clothing) - **Time of production** or other characteristics The test is whether the mark describes the goods/services **directly and immediately** from the perspective of the relevant EU public. ### (d) Customary Signs or Indications Terms that have become customary in the current language or in the bona fide and established practices of the trade. For example, "ASPIRIN" is generic in some countries for pain relief medication. > **The GTC advantage:** If your EUTM application receives a provisional refusal, our [office action response service](/services/office-action-response) can help you craft a compelling legal argument — including evidence of acquired distinctiveness — to overcome the examiner's objection. ## Other Absolute Grounds Less commonly invoked but still important: ### (e) Shape and Characteristics Shapes (or other characteristics) that result from the nature of the goods, are necessary to obtain a technical result, or give substantial value to the goods. This prevents trademark protection from substituting for design or patent rights. ### (f) Public Policy and Morality Marks contrary to public policy or accepted principles of morality. This includes offensive terms, hate speech, and symbols with deeply negative connotations across EU member states. ### (g) Deceptive Marks Marks that are of such a nature as to deceive the public, for example as to the nature, quality, or geographical origin of the goods or services. A mark suggesting Swiss origin for goods manufactured in China would be deceptive. ### (h) State Emblems and Official Signs Marks incorporating state emblems, flags, or symbols of international organisations protected under the Paris Convention (Article 6ter). ### (i) Protected Geographical Indications Marks that conflict with protected designations of origin (PDOs), protected geographical indications (PGIs), or traditional terms for wines and spirits. ## The Multilingual Test Under **Article 7(2)**, a mark is refused if any absolute ground applies in **any part of the EU**, not just the applicant's home territory. This means: - A word that is descriptive in **German** can be refused even if it is distinctive in all other EU languages - A term that is generic in **Italian** will block the EUTM even if it is a coined word in English - The examiner checks across all 24 official EU languages This is one of the most challenging aspects of EUTM examination — a mark that works perfectly in English may be descriptive in another EU language. ## Responding to a Provisional Refusal If the examiner identifies an absolute ground, EUIPO issues a **provisional refusal** (also called an "objection letter"). You typically have **2 months** to respond (extendable by 2 months on request). ### Response Strategies 1. **Argue distinctiveness** — demonstrate that the mark is not descriptive or that it possesses sufficient inherent distinctiveness when considered as a whole 2. **Submit evidence of acquired distinctiveness** — under Article 7(3) EUTMR, a mark that has acquired distinctive character through use in the EU can overcome an absolute grounds refusal. Evidence must cover a **substantial part of the EU** 3. **Amend the specification** — narrow the goods/services list to remove items for which the mark is descriptive 4. **Amend the mark** — in limited cases, modify the representation (though this is restricted to changes that do not alter the identity of the mark) 5. **File observations** — provide legal arguments citing EUIPO case law and Board of Appeal decisions supporting registrability ### Evidence of Acquired Distinctiveness To prove acquired distinctiveness under Article 7(3), submit: - Sales figures and market share data across EU member states - Advertising expenditure and marketing materials - Consumer surveys demonstrating brand recognition - Media coverage and press mentions - Duration and extent of use in the EU - Evidence from **multiple EU member states** (not just one country) ## Appeal to the Board of Appeal If the examiner maintains the refusal after your response, you can appeal to EUIPO's **Board of Appeal** within **2 months** of the refusal decision. The appeal fee is **EUR 720**. The Board of Appeal conducts a full review of the case, including new evidence and arguments. Board of Appeal decisions can be further appealed to the **General Court** of the European Union. ## Common Examination Pitfalls 1. **Filing descriptive brand names** — terms that describe what your product does are almost certain to be refused 2. **Ignoring the multilingual test** — check your mark's meaning in all EU languages, not just English 3. **Insufficient acquired distinctiveness evidence** — evidence from one country is not enough; you need substantial EU-wide coverage 4. **Missing response deadlines** — the 2-month deadline is strictly enforced; late responses are not accepted 5. **Filing non-distinctive logos** — simple geometric shapes or commonplace imagery without distinctive elements ## How to Increase Your Chances of Passing Examination - [Search thoroughly](/blog/eu-trademark-search-euipo-tmview) before filing to understand the competitive landscape - Choose **inherently distinctive marks** — coined words, arbitrary terms, or suggestive marks - Use **TMclass-accepted terms** for your goods/services to qualify for [Fast Track processing](/blog/how-to-register-eu-trademark-eutm-guide) - Consider filing a **figurative mark** (logo) if your word element is borderline distinctive - Consult a trademark attorney familiar with EUIPO examination standards [Start with a free trademark check](/free-trademark-check) to assess your mark's strength, or contact our team for professional guidance on filing strategy and [examination responses](/services/office-action-response). ### Need help with your trademark? Get a free trademark check from our specialists, no obligation. Protect Your Brand in the EU Or [learn more about this service →](/services/eu-trademark) ## Frequently Asked Questions ### Does EUIPO check for conflicts with existing trademarks? ### What happens if my EUTM application is partially refused? ### How long do I have to respond to an EUIPO examination objection? ### Can I overcome a descriptiveness refusal? ### What is the success rate of appeals to the Board of Appeal? ### Is examination different for Fast Track applications? ### Do I need to show acquired distinctiveness across all 27 member states? ### Ready to get started? Our trademark specialists can help you with every step of the process. [Protect Your Brand in the EU](/services/eu-trademark) ![Zaman Zaidi](/team/zaman.jpg) Zaman Zaidi Founder & International Trademark Attorney eu-trademark examination refusal euipo absolute-grounds ## Related Articles [ ![Trademark Searches: Beyond Google – Comprehensive Tools and Best Practices](https://zbdppqwokjgncujmplfm.supabase.co/storage/v1/render/image/public/application-files/blog/pipeline/9358f640-cc7c-49d6-9d70-aafc78f3a270.jpg?width=400&quality=75&resize=contain&t=1780479747214) ### Trademark Searches: Beyond Google – Comprehensive Tools and Best Practices Jun 6, 2026 ](/blog/trademark-searches-beyond-google-comprehensive-tools-and-best-practices)[ ![EU PCT National Phase: 2026 UPC Impact](https://zbdppqwokjgncujmplfm.supabase.co/storage/v1/render/image/public/application-files/blog/eu-pct-national-phase-upc-2026.jpg?width=400&quality=75&resize=contain&t=1780326641627) ### EU PCT National Phase: 2026 UPC Impact Apr 24, 2026 ](/blog/eu-pct-national-phase-upc-2026)[ ![Japan Amazon Brand Registry: Trademark Requirements 2026](https://zbdppqwokjgncujmplfm.supabase.co/storage/v1/render/image/public/application-files/blog/japan-amazon-brand-registry-trademark-2026.jpg?width=400&quality=75&resize=contain&t=1780411398351) ### Japan Amazon Brand Registry: Trademark Requirements 2026 Apr 20, 2026 ](/blog/japan-amazon-brand-registry-trademark-2026) ## Site footer ![Global Trademark Company](/assets/gtc-logo-white-DQ8YcvVd.svg) Secure Every Step of Your Growth Trusted by brands since 2016 [hello@globaltrademarkcompany.com ](mailto:hello@globaltrademarkcompany.com) [](https://www.linkedin.com/company/globaltrademarkcompany/) [+1 510-973-4964 (US & International) ](tel:+15109734964)[+44 7453 347853 (UK & EU) ](tel:+447453347853)[+91 6397-329955 (India) ](tel:+916397329955) ### Company - 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