Trademark News: What you might have missed in July 2025

Stay informed with our comprehensive roundup of the past month's headlines, all neatly compiled for you in one convenient post. Catch up on the latest news reported by the Kluwer IP Reporter.

Authentic goods cannot be seized as counterfeit, rules South African apex court

On 24 June 2025, the Supreme Court of Appeal of South Africa dismissed an appeal that sought to classify authentic imported designer goods as counterfeit, ruling that genuine products cannot be deemed counterfeit even if imported without the local trademark holder’s consent.

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Brazil sets new rule for recognizing acquired distinctiveness in trademarks

On 3 July 2025, the National Institute of Industrial Property of Brazil issued Administrative Rule No. 15/2025 to regulate how acquired distinctiveness is recognized in trademark applications, and the rule is effective from 28 November 2025.

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Chile accedes to Nice Agreement

On 12 July 2025, the Government of the Republic of Chile acceded to the Nice Agreement Concerning the International Classification of Goods and Services for the Purposes of the Registration of Marks by depositing its instrument of accession with the Director General of the World Intellectual Property Organization. Thus, the Republic of Chile became the 95th contracting party to the Nice Agreement.

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Chile accedes to Vienna Agreement

On 12 July 2025, the Government of the Republic of Chile acceded to the Vienna Agreement Establishing an International Classification of the Figurative Elements of Marks by depositing its instrument of accession with the Director General of the World Intellectual Property Organization, thus becoming the 40th contracting party to the Agreement.

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EU General Court upholds cancellation of “Iceland” EU trademarks

On 24 July 2025, the General Court of the European Union affirmed the European Union Intellectual Property Office (EUIPO) Grand Board of Appeal’s decision to cancel the word and figurative EU trademarks containing the term “Iceland” registered in cases T-105/23 and T-106/23, finding that the marks were overly descriptive and should remain available for public use.

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French court finds Saint-Tropez boutiques liable for copying Hermès Kelly bag

On 26 June 2025, the Judicial Court of Marseille in case 23/11878 ruled that two Saint-Tropez boutiques infringed Hermès' copyright and trademark rights by selling lookalike Kelly bags, held the retailers liable for damages and ordered measures to prevent further infringement.

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Georgia accedes to Geneva Act of Lisbon Agreement

On 14 July 2025, the Government of Georgia acceded to the Geneva Act of the Lisbon Agreement on Appellations of Origin and Geographical Indications (Geneva Act) by depositing its instrument of accession with the Director General of the World Intellectual Property Organization, thus becoming the 26th member of the Geneva Act. The Georgian Parliament approved the ratification of the Geneva Act on 18 March 2025.

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IP Australia to introduce multifactor authentication for online services

Underscoring the importance of protecting valuable intellectual property (IP) rights data, IP Australia has recently announced its plans to introduce new multifactor authentication (MFA) methods to improve security for accessing its online services accounts.

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Madrid Protocol fees fixed for Jamaica

Pursuant to the provisions of the Common Regulations under the Madrid Agreement and Protocol Concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization on 31 July 2025 announced the revised amounts of individual fees applicable when Jamaica is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid Protocol fees fixed for Mauritius

Pursuant to the provisions of the Common Regulations under the Madrid Agreement and Protocol Concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization 31 July 2025 revised the amounts of individual fees applicable when Mauritius is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid Protocol fees modified for Ghana

Pursuant to the provisions of the Common Regulations under the Madrid Agreement and Protocol Concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization on 31 July 2025 established the new individual fees applicable when Ghana is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid Protocol fees modified for Syria

On 28 July 2025, the Director General of the World Intellectual Property Organization announced the modified individual fees applicable when the Syrian Arab Republic is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid Protocol fees renewed for The Gambia

Based on the provisions of the Common Regulations under the Madrid Agreement and Protocol Concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization 31 July 2025 notified the renewed individual fees, in Swiss francs, payable when The Gambia is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid Protocol fees revised for Belize

Under the provisions of the Common Regulations under the Madrid Agreement and Protocol Concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization on 31 July 2025 notified the revised individual fees applicable when Belize is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Madrid protocol fees revised for Türkiye

In line with the Common Regulations under the Madrid Agreement and Protocol concerning the International Registration of Marks, the Director General of the World Intellectual Property Organization announced on 24 July 2025 changes to the individual fees payable when Türkiye is designated in an international application or in an application for renewal of international registration or is a subject of subsequent designation.

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Rubik’s cube not eligible for 3D trademark protection, rules EU court

On 9 July 2025, the General Court of the European Union upheld the European Union Intellectual Property Office’s (EUIPO’s) decision to invalidate the three-dimensional EU trademark registrations for the Rubik’s Cube owned by Spin Master Toys UK, ruling that the mark’s essential features serve a technical function and cannot be registered as an EU trademark.

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Qatar begins digital trademark gazette and e-certificates trial phase

The Qatar Trademark Office has recently announced the trial launch of its electronic Trademarks Official Gazette and digital Certificates of Registration.

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Thai court confirms acquired and inherent distinctiveness of WEPLAY trademark

On 26 February 2025, the Court of Appeal for Specialised Cases in Thailand affirmed the Intellectual Property and International Trade Court’s (IP IT Court’s) decision in the WEPLAY trademark case, ruling that the mark is distinctive both inherently and through acquired distinctiveness.

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Zambia starts online filing for new trademark applications

The Zambian Patents and Companies Registration Agency (PACRA) implemented online applications for all new trademark applications with effect from 1 July 2025.

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