In a recent decision, the General Court of the European Union (EU) addressed a critical question: Does evidence of booking, advertising, and selling services within the EU constitute genuine use of a registered trademark, even if the actual service provision occurs abroad? The case, T-768/20 (Standard International Management LLC v EUIPO), sheds light on the intersection of trademark law, advertising, and cross-border services.
Background
Standard International Management LLC (SIM), a hotel operator, owns the EU logo mark “The Standard,” registered in 2011. However, the hotels operating under this brand are all based in the United States. Asia Standard Management
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