{"id":29646,"date":"2025-11-21T09:10:00","date_gmt":"2025-11-21T07:10:00","guid":{"rendered":"https:\/\/kpw.law\/?p=29646"},"modified":"2026-04-10T14:04:32","modified_gmt":"2026-04-10T12:04:32","slug":"the-vegan-label-controversy","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/the-vegan-label-controversy\/","title":{"rendered":"The vegan label controversy"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"b9850e\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29642 size-large not-transparent\" alt=\"Streit der Vegan-Sigel, V-Label, vegan, Gew\u00e4hrleistungsmarke, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-1024x576.jpg\" style=\"--dominant-color: #b9850e; object-position:37% 100%\" data-object-fit=\"cover\" data-object-position=\"37% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Streit-der-Vegan-Siegel-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_b79cae8842f95d83e0a7beb83e10f120\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Dispute<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">between <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-701aa7361da5b22317c7313613110506\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Vegan labels<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-11-21T09:10:00+02:00\">21. November 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>How similar can vegan labels look?<\/strong><br \/><strong>And where does the protection of a well-known seal end when the visual language on the market seems interchangeable anyway?<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-vegane-label\">Vegan label<\/h2>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Anyone working in the food industry will be familiar with the green &#8220;V&#8221; from the Swiss company V-Label GmbH for vegan products. There is hardly a shelf where some variation of this letter does not serve as a vegan signpost. The corresponding logo is protected as an international registration with extension for the EU as a <a href=\"https:\/\/kpw.law\/thema\/gewahrleistungsmarke\/\">certification mark<\/a> in the EU and has been registered since 31.01.2019.  <\/p>\n\n\n\n<p>Anyone who works in the <a href=\"https:\/\/kpw.law\/en\/lebensmittel-2-2\/\">food industry <\/a>will be familiar with the green &#8220;V&#8221; for vegan products. There is hardly a shelf where some variation of this letter does not serve as a vegan signpost.   <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/CJ4JX4FZVCC523YA2TMALSKFLEHB7S2XGFBUXY3CQ463NIKMODKF6HCEDLHOPE3K2DQE2BSSULTWK\" alt=\"\" style=\"width:362px;height:auto\" \/><\/figure>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/CJ4JX4FZVCC523YA2TMALSKFLF2HNHX3VUJRT64LHPHYPFABGFV4IJOIOULDRZIUOVVV4CRVZ7CJQ\" alt=\"\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>On 28.02.2020, a similar trademark was registered for vriendly.org, also for vegan products, but as an individual trademark.  <\/p>\n\n\n\n<p>The V-Label, whose certification mark has been used in the European Union for years, demanded the cancellation of the trademark on the grounds that it triggers a mental association with the V-Label in the public mind or is even directly confused with it.<\/p>\n\n\n\n<p>The similarity and the likelihood of confusion under trademark law appears clear at first glance: two vegan seals, both in green and yellow, both with a capital V.  <\/p>\n<\/div>\n<\/div>\n\n<p>However, the General Court of the European Union took a different view and delivered with  <a href=\"https:\/\/euipo.europa.eu\/copla\/trademark\/data\/018203542\/download\/CLW\/ECJ\/2025\/DE\/20251112_T-464_24.pdf?app=caselaw&amp;casenum=T-464\/24&amp;trTypeDoc=NA\">Judgment of 12.11.2025 &#8211; Ref. T-464\/24 <\/a>  an analysis of the question of how far the scope of protection of a vegan quality label actually extends. The decision shows that even well-known labels do not automatically enjoy the far-reaching scope of protection that their owners often assume &#8211; especially if the visual elements repeat common patterns on the market. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-wie-ahnlich-sind-sich-die-veganen-siegel-wirklich\">How similar are the vegan seals really?<\/h2>\n\n<p>In its judgment, the EGC acknowledges that both signs use the letter V and the green and yellow color areas. But that is where the similarity ends. The court states that the V of the V-label has a soft, curved shape, flanked by a leaf and framed by a simple circle. The V of the contested trademark, on the other hand, consists of thick, straight lines, is framed over a large area, underlined and combined with other word elements.   <\/p>\n\n<p>The EGC then comes to the surprising conclusion that the overall impression is clearly different &#8211; so clearly that the visual similarity is ultimately classified as low.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The opposing signs have only a slight visual similarity.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>In terms of sound, the signs are identical, as both can ultimately be reduced to a &#8220;V&#8221;. However, this identity loses its value because the V in the vegan context is understood by a significant proportion of the public as a purely factual statement anyway. The same applies to the conceptual level: anyone reading V as an abbreviation for &#8220;vegan&#8221; will recognize the same meaning &#8211; but precisely because this meaning is descriptive, it is not sufficient to establish a likelihood of confusion.  <\/p>\n\n<h2 class=\"wp-block-heading\">The key weakness: the V-label&#8217;s low level of distinctiveness<\/h2>\n\n<p>One of the most remarkable findings of the court does not concern the challenged trademark, but the V-Label itself. The plaintiff firmly assumed that its seal must have a high or at least normal distinctiveness due to its long-standing presence on the market. <\/p>\n\n<p>However, the court takes an unusually strict approach to the topic. The letter V is understood by a large part of the public simply as a reference to &#8220;vegan&#8221; or &#8220;vegetarian&#8221;. The colors green and yellow, on the other hand, do not convey anything that a brand seal in the vegan or sustainable market segment does not regularly use. The abstract leaf motif is also seen as a reference to naturalness &#8211; a typical element in the context of plant-based products.   <\/p>\n\n<p>The court thus confirmed the assessment of the Board of Appeal: the earlier trademark is &#8220;at best weakly&#8221; distinctive overall. For certain parts of the public even very weak. <\/p>\n\n<p>This point is central. After all, a weak sign only enjoys a narrow scope of protection &#8211; even if it is well perceived on the market. <\/p>\n\n<h2 class=\"wp-block-heading\">Familiarity? Not proven in the registered trademark image <\/h2>\n\n<p>The V-Label tried to prove with a variety of documents that the label has a strong market presence in the Union. This included studies, online articles, images from retailers and examples of use. <\/p>\n\n<p>The court examined these documents point by point and came to a sobering conclusion: the studies did not show the registered sign, but versions with additional texts or graphic elements. In some cases, it is unclear how many people actually took part, what questions were asked and in what context the goods were used. Other evidence is based on media articles that lack concrete market or sales figures.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p><strong>A reputation of the earlier trademark cannot be established beyond doubt.<\/strong><\/p>\n<\/blockquote>\n<\/div>\n\n<p>The consequence: Neither an increased distinctiveness through use nor protection against exploitation of reputation can be considered.<\/p>\n\n<h2 class=\"wp-block-heading\">Overall assessment: No likelihood of confusion despite identical goods<\/h2>\n\n<p>Another interesting aspect of the ruling is the clear distinction between identical goods and similar trademarks. Although the court assumes in favor of the V-label that the goods are identical in many classes, this does not automatically mean that there is a likelihood of confusion. The weak distinctiveness of the earlier trademark weighs more heavily.  <\/p>\n\n<p>The court concludes that even a public with below-average attention can distinguish between the two seals. The visual differences dominate, while phonetic and conceptual parallels do not create any confusable proximity due to their descriptive nature. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>As a result, the judgment of the EGC seems too harsh, as it largely limits the protection of V-Label&#8217;s certification mark to identical imitations. Even though V-Label&#8217;s trademark may be a weak trademark, there is no need for third parties to adopt an identical color combination. <\/p>\n\n\n\n<p>However, the limited scope of protection is also due to the fact that V-Label was neither able to prove the alleged reputation of its registered sign nor to demonstrate increased distinctiveness.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_2c6a9c2229b8bb547cd825cdc23719b1\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" 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href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dispute over vegan seals with a green V on a yellow background decided by the European Court of Justice due to the risk of confusion under trademark law.  <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5078,5453,826,5380,5077,5608],"thema":[4896,4895,4897,5005],"rechtsgebiet":[4898],"produkt":[5001,4900,4901,4902,5778],"class_list":["post-29646","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-certification-mark","tag-distinctive-character","tag-kennzeichnungskraft","tag-risk-of-confusion-en","tag-union-guarantee-mark","tag-vegan-en-2","thema-internationale-registrierung-en","thema-marke-en","thema-markenformen-en","thema-warranty-mark","rechtsgebiet-markenrecht-en","produkt-advice-on-trademark-law","produkt-markenanmeldung-en","produkt-markenrecherche-en","produkt-markenuberwachung-en","produkt-successfully-combating-trademark-infringement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trademark law: Vegan seal dispute<\/title>\n<meta name=\"description\" content=\"Dispute over vegan seals with a green V on a yellow background decided by the European Court of Justice due to the risk of confusion under trademark law.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpw.law\/en\/the-vegan-label-controversy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The vegan label controversy\" \/>\n<meta property=\"og:description\" content=\"Dispute over vegan seals with a green V on a yellow background decided by the European Court of Justice due to the risk of confusion under trademark law.\" \/>\n<meta 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