“Schlosskönig”: No trademark registration for a promotional designation in the field of locks and locking devices

The European Union Trademark Office (EUIPO) has ruled that the term "Schlosskönig" cannot be registered as a trademark for locks and locking devices. The reason for this refusal is that purely laudatory terms cannot be protected as trademarks. These terms are not perceived as individual trademarks, but merely as a source of information about the benefits of the respective product.

EUIPO explains that the relevant public will perceive the term "Lock King" as purely laudatory advertising information, indicating that the goods and services are offered by a specialized and competent company specializing in locks and keys – whether through sales, installation, or maintenance. Therefore, in this case, consumers will not recognize the origin of the mark, but merely an advertisement for the product's positive qualities.

Interestingly, the term “Schlosskönig” (castle king) has been successfully registered as a trademark for goods and services that have no connection with castles.