The Member States of the European Union have a vast and diverse heritage of local food and drink products.
The European Union, with its 27 Member States, is the world’s leading exporter of agri-food products.
French champagne, Italian Parma ham, Spanish Manchego cheese and Greek Kalamata olives are just a few of the products that have earned European agri-food production an international reputation.
The European Union currently has around 4,000 registered geographical indications.
European Union law provides a fairly high level of protection in the event of infringement of geographical indications (PGI) and designations of origin (PDO) relating to agricultural products and beverages.
In terms of French law, Article L431-1 of the Consumer Code defines the concept of “PDO” as follows: “A designation of origin is the name of a country, region or locality used to designate a product originating there, the quality or characteristics of which are due to the geographical environment, including natural and human factors.”
The legal strategy for launching and operating a trademark in the food and beverage sector within the European Union must, in addition to the issue of the availability of the brand name among common signs such as trademarks, trade names and prior domain names (…), also take into account PDOs and PGIs protected at national level by each Member State and by the European Union.
- What precautions should be taken when launching and operating a new food or beverage trademark in order to avoid infringing existing PDOs and PGIs?
The relationship between trademarks and PDOs/PGIs is complex in many respects, but fortunately it is well-regulated by law.
In terms of European Union law, Regulation (EU) 2024/1143 of the European Parliament and of the Council of 11 April 2024 on geographical indications for wine, spirit drinks and agricultural products, as well as on traditional specialities guaranteed and optional quality terms for agricultural products, organises the coexistence between these types of signs:
Article 26 thus provides for the various possible infringements of these protected geographical indications, namely:
a) Any direct or indirect commercial use of a geographical indication in relation to products not covered by the registration, where such products are comparable to those registered under that name or where the use of that geographical indication for any product or service allows the reputation of the protected name to be exploited, weakened, diluted or damaged, including where such products are used as ingredients;
b) Any misuse, imitation or evocation, even if the true origin of the products or services is indicated or if the protected name is translated, transcribed, transliterated or accompanied by an expression such as “genre”, “type”, “method”, “way”, “imitation”, ‘flavour’, ‘manner’ or similar expression, including when these products are used as ingredients;
c) Any other false or misleading indication as to the provenance, origin, nature or essential qualities of the product appearing on the packaging or wrapping, in advertising, in documents or in information provided on online interfaces relating to the product concerned, as well as the use of packaging likely to create a false impression as to the origin of the product;
d) Any other practice likely to mislead the consumer as to the true origin of the product.
In practice, these provisions should be complied with from the stage of choosing the name and before any trademark application is filed.
In fact, in the event of an application for registration before a national or European Union trademark office, any trademark application for registration that contravenes the provisions of the aforementioned Article 26 will be rejected.
There is a wealth of case law on this subject.
For example, the European Union Intellectual Property Office (EUIPO), in relation to a PDO for wine, through its Board of Appeal, issued a decision on 30 May 2024 confirming the cancellation of the trademark “PriSecco” for non-alcoholic cocktails, due to the similarity between the signs (PROSECCO / PRISECCO) and the similar nature of the products designated.
The General Court of the European Union recently provided valuable clarification on the concepts of “direct or indirect commercial use” and the concept of “evocation” of PDOs and PGIs by the trademark.
In 2025, the Court, in a case involving the trademark “QUEVEDO PORT” with the PDO “PORT“, usefully clarified that the concept of “direct or indirect commercial use” of the EU trademark presupposes, in principle, the reproduction of the PDO in an identical or nearly identical form, for comparable or non-comparable products
Thus, the fact that the trademark associates the PDO with another word does not automatically give rise to a situation of use when the trademark forms a logical unit of its own that prevents the establishment of a link with the PDO.
The concept of ‘evocation’ covers situations in which the sign used to designate a product incorporates part of a protected geographical indication or PDO, so that the consumer, when presented with the name of the product in question, is led to think of the goods covered by that indication or designation as a reference image (Regulation (EU) 2024/1143, Art. 26(1)(b) – Regulation (EU) 2023/2411, Art. 40(1)(b)).
Thus, there may be an evocation of a PDO where, in the case of products of similar appearance, or even services (CJEU, 9 Sept. 2021, case C-783/19, ‘Champanillo’, para. 52), there is a phonetic, visual or even conceptual similarity between the PDO and the contested sign, including its graphic elements.
In the “Bolgaré” case, the visual and phonetic similarity to “Bolgheri”, combined with a similarity between the products, creates an objective situation of evocation of the earlier PDO (EU Court of Justice, 23 March 2023, case T-300/22, “Bolgaré v Bolgheri”, paras. 35 to 40).
The use as a trademark of a single element of a designation of origin is sufficient to constitute an infringement, in that it evokes the complete designation of origin and misleads the consumer as to the origin of the products covered by it.
In France, this infringement is punished under Article L431-2 of the Consumer Code, which specifies in its 4° that it is prohibited, in particular, to affix or display, by addition, deletion or any alteration whatsoever, on products, whether natural or manufactured, offered for sale or intended to be offered for sale, a designation of origin or a geographical indication defined in Article L. 721-2 of the Intellectual Property Code, knowing it to be inaccurate; or, in paragraph 5, to lead or attempt to lead others to believe that a product benefits from a designation of origin or a geographical indication defined in the same Article L. 721-2.
This infringement is also punishable under Article L721-8 of the Intellectual Property Code, which provides that any direct or indirect commercial use of a registered name in relation to products not covered by the registration, where those products are comparable to those registered under that name or where such use allows the reputation of the protected name to be exploited;
4° Any other practice likely to mislead the consumer as to the true origin of the product.
The provisions on unfair commercial practices and misleading commercial practices may also apply.
A commercial practice is misleading if it is committed in any of the following circumstances:
1° When it creates confusion with another product or service, trademark, trade name or other distinctive sign of a competitor;
2° When it is based on false or misleading allegations, indications or presentations relating to one or more of the following elements:
b) The essential characteristics of the goods or services, namely: their substantial qualities, composition, accessories, origin, particularly with regard to the rules justifying the use of the terms “made in France” or “origin France” or any equivalent term, sign or symbol, within the meaning of the Union Customs Code on the non-preferential origin of products, their quantity, method and date of manufacture, the conditions of its use and its suitability for use, its properties and the expected results of its use, in particular its environmental impact, as well as the results and main characteristics of the tests and checks carried out on the goods or services
It is therefore essential to assess whether the registration as a trademark and the use of the new or currently used trademark will constitute direct or indirect commercial use, misappropriation, imitation or evocation of an existing PDO or PGI.
It is important to remember that the protection granted to PDOs and PGIs also applies to trademarks imported into the European Union, in particular:
a) goods entering the customs territory of the Union without being released for free circulation;
b) goods sold through distance selling methods, such as e-commerce; and
c) goods intended for export to third countries.
- The specific case of the use of a protected trademark which has been filed/registered prior to an existing PDO or PGI:
This situation is much less common in practice but does exist and deserves to be addressed.
At the European level, Article 31(3) of Regulation (EU) 2024/1143 of the European Parliament and of the Council of 11 April 2024 on geographical indications for wine, spirit drinks and agricultural products, as well as traditional specialities guaranteed and optional quality terms for agricultural products, regulates this coexistence between the use of a trademark and an earlier geographical indication:
3. A trademark whose use is contrary to Article 26 but which has been applied for, registered or established by use in good faith in the territory of the Union, where this possibility is provided for by the relevant legislation, before the date of submission of the application for registration of the geographical indication to the Commission, may continue to be used and renewed notwithstanding the registration of a geographical indication, provided that there are no grounds for invalidity or revocation of the trademark under Directive (EU) 2015/2436 or Regulation (EU) 2017/1001. In this case, the use of the geographical indication, once registered, and that of the trademark concerned is authorised.
In this scenario, the trademark owner will be forced to adopt a very strict and regulated strategy for protecting (trademark registration) and exploiting their trademark.
The registered trademark will be subject to refusal or cancellation if its use constitutes direct or indirect commercial use of a registered name in relation to products not covered by the registration, when these products are comparable to those registered under that name or when such use allows the reputation of the protected name to be exploited, including when these products are used as ingredients.
In conclusion, it is therefore essential for any company wishing to launch and/or exploit its food or beverage brand within the European Union to anticipate, even before its commercial launch or before importing into the European Union market, by systematically including a preliminary in-depth study of existing PDOs and PGIs in its protection strategy, in order to detect any potential legal risks.