Iceland Foods is engaged in a legal dispute with the Icelandic government over the trademark of the word ‘Iceland’.
The retailer has appealed against the EU decision revoking its trademark protection for ‘Iceland’.
This ongoing legal challenge started in 2016 and continues to the European Union courts.
Iceland Foods argues the name signifies ‘land of ice’, not a country
The outcome of this battle could set precedents for future trademark claims in the EU.
Iceland Foods has been embroiled in a legal skirmish with the Icelandic government regarding the trademark of the word ‘Iceland’ since 2016. The contention revolves around the retailer’s attempt to retain exclusivity over the name, which it initially secured as a trademark in the European Union in 2014. This dispute arose when the Icelandic government challenged this registration, asserting that it impedes local producers’ ability to label their products with the country’s name.
On 16 October 2024, Richard Walker OBE, Executive Chairman of Iceland Foods, appeared at the General Court of the European Union in Luxembourg to initiate the latest phase of this prolonged legal contest. The proceedings represent the third legal encounter in this multifaceted case, focusing on a decision by the EU Intellectual Property Office (EUIPO) which revoked Iceland Foods’ trademark in December 2022. This revocation, aligning with a prior 2019 ruling, does not obstruct the company’s operational capabilities within the EU but effectively nullifies its exclusive rights to the ‘Iceland’ branding in marketing efforts.
Walker communicated via LinkedIn a personal investment in this litigation, depicting it as “a really important battle” for the family-owned business. He underscored the brand’s deep-rooted presence in the UK market, operating since 1970, with a significant commercial footprint including 1000 outlets and approximately five million weekly customers. Furthermore, the brand’s expansion into over 65 international markets, inclusive of several within the EU and EEA, highlights the significance of this trademark issue.
The company has consistently maintained that its use of the word ‘Iceland’ is intended to evoke the concept of a ‘land of ice’, rather than being a direct reference to the Icelandic nation. While Iceland Foods anticipates further legal proceedings, the outcome of this case holds potential implications not only for the company but also for trademark regulations across the EU.
The protracted legal battle over trademark rights continues with potential significant implications for EU trademark law.