IP & IT analysis: This case concerns an attempt to register a sound trade mark. The General Court upheld the decision of the Board of Appeal that the mark was devoid of distinctive character pursuant to article 7(1)(b) of Council Regulation (EC) 2007/2009, on the basis that it was a banal and commonplace ringing sound and was not capable of distinguishing the goods and services of the proprietor from those of other undertakings.
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