E.U. Court Rejects Wrigley's Doublemint Trademark

By Marius Meland (October 23, 2003, 12:00 AM EDT) -- The European Court of Justice overturned a decision by a lower E.U. court to allow the Wrigley's chewing gum maker to trademark its "Doublemint" brand across the European Union.

The Court backed a decision by the E.U.'s trademark office, which held the combination of "double" and "mint" represented a description of the type of gum.

"A sign may not be registered as a community trademark if one of its possible meanings can designate a characteristic of the goods concerned," the court said.

Wrigley's has argued that the Doublemint name is not merely a product description but an identifiable brand.

In 2001,...

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