{"id":36504,"date":"2026-09-09T08:30:00","date_gmt":"2026-09-09T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=36504"},"modified":"2026-09-09T11:51:05","modified_gmt":"2026-09-09T09:51:05","slug":"freedom-of-speech-and-trademarks","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/freedom-of-speech-and-trademarks\/","title":{"rendered":"Freedom of Speech and Trademarks"},"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=\"9d56a2\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-36502 size-large not-transparent\" alt=\"Meinungsfreiheit im Markenrecht, Rechtsanwalt, Ikea, bekannte Marke \" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-1024x576.avif\" style=\"--dominant-color: #9d56a2; object-position:48% 77%\" data-object-fit=\"cover\" data-object-position=\"48% 77%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Meinungsfreiheit-im-Markenrecht-2048x1152.avif 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-97ba1214 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-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_bed605a8eda0958faeb42efb65f74686\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(2.835rem, 2.835rem + ((1vw - 0.2rem) * 4.442), 5.5rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Freedom of Speech  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" 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\">and<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" 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\">trademarks<\/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-878d3859 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=\"2026-09-09T08:30:00+02:00\">9. September 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/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-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can a political campaign use the image of a world-famous trademark to attract more attention? The European Court of Justice has ruled for the first time on how trademark protection and freedom of expression should be balanced against one another. According to the ruling, one thing is clear: merely invoking freedom of expression is not sufficient.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-ikea-mobel-fur-die-asylpolitik\" class=\"wp-block-heading\">IKEA Furniture for Asylum Policy<\/h2>\n\n<p class=\"wp-block-paragraph\">On November 14, 2022, the Belgian party Vlaams Belang presented its program \u201cIKEA-PLAN \u2013 Immigratie Kan Echt Anders.\u201d It called for a reform of Belgian asylum and immigration policy. The campaign was carried out by the Vrijheidsfonds, an association acting in the name and on behalf of the party.<\/p>\n\n<p class=\"wp-block-paragraph\">Fifteen policy proposals were described as \u201cready to assemble.\u201d The accompanying illustrations were in the style of IKEA\u2019s trademarks. Figures from the furniture assembly instructions also appeared. The speaker explained that the title did not mean \u201cIngvar Kamprad Elmtaryd and Agunnaryd\u201d\u2014the actual meaning of the acronym IKEA. The campaign was also shared on social media.<\/p>\n\n<p class=\"wp-block-paragraph\">Inter IKEA Systems BV is the owner of the IKEA EU trademark and several <a href=\"https:\/\/kpw.law\/en\/topics\/trademark\/\">Benelux trademarks<\/a>. The company sued several parties in a Brussels court for infringement <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/trademark-law\/\">of its trademark rights<\/a>. However, the court ruled that the lawsuit was admissible only against the Vrijheidsfonds.<\/p>\n\n<h2 id=\"h-rechtfertigt-meinungsfreiheit-die-markennutzung\" class=\"wp-block-heading\">Does freedom of speech justify the use of trademarks?<\/h2>\n\n<p class=\"wp-block-paragraph\">The Vrijheidsfonds admitted to using the IKEA trademarks without permission. However, it argued that it had specifically exploited the trademarks\u2019 name recognition to lend more weight to its political message. It contended that this constituted a \u201cjustifiable reason\u201d protected by freedom of speech, including political parody.<\/p>\n\n<p class=\"wp-block-paragraph\">The Brussels court viewed this as a conflict between two fundamental rights of equal standing. On the one hand, there is the trademark owner\u2019s right to property; on the other, the third party\u2019s freedom of expression. The court referred this question to the ECJ.<\/p>\n\n<h2 id=\"h-eugh-meinungsfreiheit-kann-rechtfertigender-grund-sein\" class=\"wp-block-heading\">ECJ: Freedom of expression may constitute a justifying ground<\/h2>\n\n<p class=\"wp-block-paragraph\">The Grand Chamber of the European Court of Justice <a href=\"https:\/\/infocuria.curia.europa.eu\/tabs\/document\/C\/2023\/C-0298-23-00000000RP-01-P-01-3514718\/ARRET\/326215-FR-1-html\">ruled in its judgment of September 8, 2026\u2014Case C-298\/23 <\/a>. According to the ruling, freedom of expression, including political expression and political parody, may in principle constitute a justifying ground under EU trademark law. However, this is subject to the condition that, upon balancing the interests involved, this freedom outweighs the trademark owner\u2019s exclusive right.<\/p>\n\n<h3 id=\"h-warum-reicht-die-blosse-berufung-auf-meinungsfreiheit-nicht\" class=\"wp-block-heading\">Why is merely invoking freedom of expression not sufficient?<\/h3>\n\n<p class=\"wp-block-paragraph\">The Court emphasizes: A third party\u2019s mere invocation of its right to freedom of expression is not sufficient.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-orange-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 class=\"wp-block-paragraph\">A third party who uses a sign that is identical or similar to a well-known trademark must set forth the specific reasons for such use. These reasons must be related to the exercise of that party\u2019s freedom of expression. In addition, the third party must demonstrate that these reasons outweigh the rights and interests of the trademark owner.<\/p>\n<\/blockquote>\n<\/div>\n\n<p class=\"wp-block-paragraph\">In weighing the factors, the third party\u2019s intent is the primary consideration. Is there a substantive connection to the trademark? Does the statement contribute to a debate of general interest? Other factors include the extent of the use and its consequences for the trademark owner. These include the trademark\u2019s reputation, the degree of similarity between the signs, and the impression that the use supports the message being conveyed.<\/p>\n\n<p class=\"wp-block-paragraph\">In this specific case, the Court found substantial evidence against the Vrijheidsfonds. The marks used were highly similar to\u2014or identical with\u2014the IKEA trademarks. Their use was repeated and disseminated virtually without limit via the Internet. Furthermore, the asylum and immigration debate itself has no substantive connection to the IKEA trademarks. It therefore does not appear that the interests of the Vrijheidsfonds outweigh IKEA\u2019s rights. The final decision, however, rests with the court in Brussels.<\/p>\n\n<h2 id=\"h-was-bedeutet-das-fur-unternehmen\" class=\"wp-block-heading\">What does this mean for businesses?<\/h2>\n\n<p class=\"wp-block-paragraph\">For trademark owners, the decision reaffirms an important principle: they can also take action against political or critical use of their well-known trademarks. This applies, in any case, when the use clearly exploits only the trademark\u2019s ability to attract attention without establishing any substantive connection to it.<\/p>\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>For trademark owners:<\/strong> <br \/>Document unauthorized uses of your trademark as early as possible. Have a professional assess whether a <a href=\"https:\/\/kpw.law\/en\/services\/successfully-combating-trademark-infringement\/\">cease and desist letter<\/a> is likely to be successful.<\/li>\n\n\n\n<li><strong>For Advertisers and Campaign Organizers:<\/strong> <br \/>Anyone wishing to invoke freedom of speech should first establish a contextual connection to the third-party trademark. Alternatively, there must be a genuine contribution to a debate of general interest. Seeking trademark <a href=\"https:\/\/kpw.law\/en\/services\/advice-on-trademark-law\/\">advice in advance<\/a> reduces the risk of a subsequent injunctive relief action.<\/li>\n<\/ul>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The ECJ has ruled that freedom of expression may, in principle, serve as a justifying ground under EU trademark law. At the same time, the ECJ draws a clear line. Anyone seeking to invoke this right must provide more than a mere reference to their fundamental right.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the case of the Vrijheidsfonds, the Court of Justice has already hinted at the outcome without definitively determining it. The Brussels court will have the final say. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, this means one thing above all else: For advertising and communication campaigns that reference well-known third-party trademarks, a thorough review before the campaign launches is essential.<\/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-0c8cea62 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-71c143ff 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-fb77afb0 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-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_5e59a223907048ad7a5d6f51c6b158f7\" 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 wp-block-paragraph\" 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\u2019d be happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" 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 on the<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" 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-9da75b5c 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>The ECJ has ruled on how to balance freedom of expression and trademark law when well-known trademarks are used in political campaigns.<\/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],"tags":[6621,6622,3175,5214,5383],"thema":[4895],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-36504","post","type-post","status-publish","format-standard","hentry","category-general","tag-freedom-of-speech","tag-ikea","tag-markenrecht","tag-trademark-law","tag-well-known-trademark","thema-marke-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Freedom of Speech and Trademarks &#8211; KPW Rechtsanw\u00e4lte und Fachanw\u00e4lte<\/title>\n<meta name=\"description\" content=\"The ECJ has ruled on how to balance freedom of speech and trademark law when 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