EU Annuls ‘Turkaegean’ Brand, Marking a Legal Victory for Greece

Photo source: Region of South Aegean

The European Union has annulled the “Turkaegean” trademark, which Turkey had successfully registered in recent years, marking a significant legal victory for Greece.

The decision, made by the European Union Intellectual Property Office (EUIPO) on January 10, 2025, resolves a controversial issue that had drawn significant attention in Greece.

The annulment follows a two-year legal process, initiated by the Greek Ministry of Development under the leadership of former Minister Adonis Georgiadis. The ministry, in collaboration with the Industrial Property Organization, worked to present compelling arguments that led to the cancellation of the trademark. The decision was officially announced on Friday, January 10.

“This decision is a major success for our country and demonstrates Greece’s ability to defend its rights on the international stage,” said Greece’s current Minister of Development, Takis Theodorikakos, speaking to the media. “The entire government remains committed to protecting Greece’s national interests across all sectors.”

Greek Minister of Development Takis Theodorikakos.

The trademark, which had been registered for six uses — including advertising, media, transport services, education, hospitality, and legal services — will no longer be permitted for use within the European Union. This move is seen as a significant blow to Turkey’s tourism promotion efforts, which have actively used the “Turkaegean” term in campaigns to attract international tourists.

Turkish authorities now have two months to appeal the decision, with an additional four months to submit written justifications for their position. Similar legal challenges are underway in other global markets where Turkey has employed the term “Turkaegean”, including in the United States.

EUIPO’s 19-page decision largely relied on three key points: first, the trademark’s strong geographical implications, which contravened EU trademark law; second, its lack of distinctiveness; and third, the use of a red heart symbol, which is a common element in advertising and lacked uniqueness. EUIPO also dismissed Turkey’s argument that Greece’s appeal was an abuse of rights, asserting that the application was made in bad faith.

While this victory is important for Greece, the legal process continues in other jurisdictions where similar concerns are being raised about the use of the term “Turkaegean” in Turkey’s tourism campaigns.