Case Study: Veikkaus Oy tackles EU slogan trademark challenges with Novagraaf

Veikkaus Oy faces EU trademark refusal in 2026 with Novagraaf

The customer, Veikkaus Oy, the Finnish state-owned gambling operator, faced a challenge in registering its advertising slogan 'FOR BETTER GAMING – VEIKKAUS' as an EU trademark. The EUIPO refused the application, ruling the slogan lacked the distinctive character required to function as a trademark, leading Veikkaus to appeal the decision. The vendor, Novagraaf, provided insights and analysis on this trademark law challenge.

Novagraaf's solution involved detailing the legal principles and strategy for registering slogans in the EU, as illustrated by this case. The result was a ruling from the EU General Court that upheld the refusal, serving as a clear lesson that adding a known company name to a generic slogan does not automatically confer trademark distinctiveness. Novagraaf's analysis provides valuable guidance on the necessity for slogans to be inventive and the importance of gathering evidence of acquired distinctiveness through use.

Veikkaus Oy