This contribution aims at showing how the registration of descriptive and generic terms as trade marks or geographical indications creates barriers to legitimate trade. This problem is particularly relevant in the EU, where the registration of foreign language terms as trade marks is allowed, even where these terms are descriptive of the goods or services for which they are registered. The Court of Justice of the European Union has ruled in its Matratzen judgment in 2006 that as long as the average consumer in the country of registration does not understand the meaning of the term, it is not descriptive and therefore can fulfill the distinctiveness function. I argue that trade marks on foreign terms do not comply with the protective function of trade mark law, which is to avoid the monopolization of terms that other competitors may want to use, and hence create barriers to legitimate trade. Similarly, for the area of geographical indications (GIs), the regime for GI protection included in recent EU free trade agreements seeks to protect terms in third countries that are considered generic in those countries. Traders in third countries will then not anymore be able to use the term referring to the type of product they have been using for years or decades to describe such products, which arguably creates barriers to legitimate trade. Third countries and their traders are well advised to make use of the exceptions to the protection of generic terms, which are included in the specific agreements.
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