Can Your Business Own a Country’s Name? EU Courts Say No!

The General Court has officially said “no” to trade marks over the word “Iceland”—and the decision is shaking up conversations around brand protection and public interest.

When British supermarket chain Iceland tried to lock down trade marks using the country’s name, the Icelandic Ministry for Foreign Affairs stepped in. The issue? Whether “Iceland” is too descriptive to be monopolised for products like food, drinks, appliances, or retail services. The General Court agreed that geographical names can’t be ring-fenced by one business, since they may describe product origins, influence consumer preferences, or even carry cultural significance.

This ruling reinforces a key principle in trade mark law: geographical terms should remain free for public use. It’s a reminder that while creativity and strong branding are valuable, businesses need to tread carefully when leaning on location names. Protecting a brand is one thing—claiming ownership of a country’s identity is another.

If your company is developing a brand, product, or service that uses a place name, this case is a timely wake-up call. Trade mark protection is powerful, but it has limits—especially where public interest is at stake.

Our team can help you navigate the legal landscape. Get in touch today!

Text: ‘General Court Confirms Cancellation of “Iceland” Trade Marks’. EUIPO, https://www.euipo.europa.eu/en/news/general-court-confirms-cancellation-of-iceland-trade-marks. Accessed 22 Aug. 2025.

Photo: 'Wilderness Serenity in Iceland's Rugged Landscape' by Jędrzej Koralewski: https://www.pexels.com/photo/wilderness-serenity-in-iceland-s-rugged-landscape-27694046/