The Approach of The Court of Justice of the European Union Towards the Protection of Three-Dimensional Marks

Year 2022, Volume: 80 Issue: 4, 1299 - 1330, 31.12.2022

Alptekin Köksal

Abstract

Three-dimensionalshapes are themost common type of non-traditionalmarks becoming widespread. Especially in the last two decades, trade mark applications regarding the protection of three-dimensional shapes have increased significantly. Assessment for the registration of three-dimensional shape marks is no different from other marks types, as the Court of Justice of the European Union suggests. However, in addition to standard trade mark protection requirements, threedimensional shapes must fulfil additional criteria. The EU Trade Mark Regulation and the EU Trade Mark Directive include special provisions for three-dimensional marks. According to the law, three-dimensional shapes which result from the nature of the goods, are necessary to obtain a technical result, or give substantial value to the goods, are excluded from trade mark protection in the EU. The Court of Justice of the European Union is quite strict in interpreting the abovementioned criteria for threedimensional shape marks. As an inherent result, obtaining trade mark protection for three-dimensional shapes becomes increasingly difficult for proprietors. The CJEU gives particular importance to the public interest clause and ensures that common shapes keep open for competition in the market since shapes are finite and certain shapes are in common use. The CJEU justifies the conduct by claiming that time-restricted intellectual property rights such as patent or design rights should not be extended through the trade mark route for specific products. The first and second subsections of the exclusion seem to be appropriate. However, the third exclusion is problematic due to its wording and interpretation by the CJEU. Thus, this study suggests that narrowing the scope of the third subsection would fit the purposes of trade mark protection regarding three-dimensional shapes.

Keywords

Trade Mark, Three-Dimensional Shape, Non-Traditional Mark, Distinctiveness, Nature of Goods, Technical Result, EU Trade Mark Directive, EU Trade Mark Regulation, The Court of Justice of the European Union Case Law, Ticari Marka, Üç Boyutlu Şekil, Geleneksel Olmayan Marka, Ayırt Edicilik, Malların Niteliği, Teknik Sonuç, AB Ticari Marka Direktifi, AB Ticari Marka Yönetmeliği, Avrupa Adalet Divanı İçtihatları

Avrupa Birliği Adalet Divanı’nın Üç Boyutlu İşaretlerin Korunmasına Yaklaşımı

Abstract

Üç boyutlu şekiller, giderek yaygınlaşan yeni tip işaretlerin en yaygın türüdür. Özellikle son yirmi yılda üç boyutlu şekillerin marka olarak korunmasına yönelik başvurular oldukça artmıştır. Üç boyutlu şekil işaretlerinin tescili için değerlendirme, Avrupa Birliği Adalet Divanı’nın da belirttiği gibi diğerişaret türlerinden farklı olmamakla birlikte, üç boyutlu şekilleriçin ticari marka olmanın genel koşullarına ek olarak ayrıca ek kriterler bulunmaktadır. Bu doğrultuda, AB Ticari Marka Yönetmeliği ve AB Ticari Marka Direktifi, üç boyutlu markaların tescili için özel hükümler içermektedir. Yasaya göre, malların doğasından kaynaklanan, teknik birsonuç elde etmek için gerekli olan veya mallara önemli bir değer kazandıran üç boyutlu şekiller, AB’de ticari marka korumasının dışındadır. Avrupa Birliği Adalet Divanı, üç boyutlu şekil işaretleri için yukarıda belirtilen kriterleri yorumlamada oldukça katıdır. Doğal bir sonuç olarak, üç boyutlu şekiller için ticari marka koruması elde etmek, marka sahipleri için giderek daha zor hale gelmektedir. ABAD, kamu yararı şartına özel önem verdiği için ve ortak şekillerin piyasada rekabete açık kalmasını sağlamaya çalıştığı için, ortak kullanımda olan belli başlı şekiller ticari marka olamamaktadır. Buna ek olarak, ABAD, patent veya tasarım hakları gibi belirli bir zaman sınırı olan fikri mülkiyet haklarının ticari marka koruması ile genişletilmemesi gerektiğini savunmaktadır. Bu sebeple ek kriterin birinci ve ikinci alt başlıkları kanunun amacına uygun görünmektedir. Bununla birlikte, üçüncü istisna, yazımının açık uçlu olması ve ABAD tarafından katı yorumlanması nedeniyle sorunludur. Bu nedenle, makale, üçüncü alt başlığın kapsamının daraltılmasının, üç boyutlu şekillere ilişkin marka koruma amaçlarına daha uygun olacağını ileri sürmektedir.

Keywords

Ticari Marka, Üç Boyutlu Şekil, Geleneksel Olmayan Marka, Ayırt Edicilik, Malların Niteliği, Teknik Sonuç, AB Ticari Marka Direktifi, AB Ticari Marka Yönetmeliği, Avrupa Adalet Divanı İçtihatları

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