TRADEMARK | The EU Court of Justice on misleading historical references in trademarks

On 26 March 2026, the Court of Justice of the European Union (CJEU) issued its judgment in case C-412/24 (Fauré Le Page Maroquinier and Fauré Le Page Paris v Goyard ST-Honoré), clarifying the scope of Article 3(1)(g) of Directive 2008/95/EC on trademarks that are of such a nature as to deceive the public (the Directive). The case concerned French trademarks for luxury leather goods containing the sign “Fauré Le Page Paris 1717” and, more specifically, whether the inclusion of a number perceived as the year of establishment of a business may render a trademark deceptive where it falsely suggests a long-standing heritage and know-how. The CJEU held that such a sign may be deceptive where that historical reference is likely to lead the relevant public to believe that the goods benefit from a tradition, experience or prestige which does not exist. Furthermore, the CJEU clarified that the deception under Article 3(1)(g) of the Directive must concern a characteristic of the goods or services covered by the sign, and not merely of the proprietor of the trademark. Nevertheless, in the luxury sector, the image, prestige and perceived quality of the goods may also derive from the historical aura conveyed by the sign. Therefore, the judgment confirms that a misleading claim of heritage embedded in a trademark may justify refusal or invalidity pursuant to Article 3(1)(g) of the Directive where it materially affects consumer perception of the goods for which the sign is registered.

Newsletter n. 117 – April 2026