Iceland is embroiled in a complex legal battle over its trademark in the European Union.
- The supermarket is appealing against an EU decision stripping its trademark rights on ‘Iceland’.
- This marks the third phase in a prolonged eight-year legal tussle involving the Icelandic government.
- The dispute affects the retailer’s exclusive rights to use ‘Iceland’ in EU marketing.
- Despite the legal challenges, the company’s operations in the EU remain unaffected.
The legal battle between the Iceland supermarket chain and the Icelandic government has reached a new phase as the retailer appeals an EU ruling. This ruling previously revoked trademark protection for the word ‘Iceland’, which the company had successfully secured in 2014. The supermarket chain has long maintained that its name refers to a ‘land of ice’ rather than the nation itself, a distinction that remains central to its legal argument.
Executive chairman Richard Walker OBE recently presented the company’s stance to the General Court of the European Union in Luxembourg. In his statements, Walker emphasised the significance of maintaining the trademark for what is described as a ‘really important battle’ for the family business. The chain claims its identity and recognition are built on decades of operations under the Iceland name, dating back to 1970 within the United Kingdom, with a noted expansion into international markets, including many EU countries.
The situation arose initially in 2016, when the Icelandic government disputed the supermarket’s trademark, which seemed to impede native Icelandic producers from using their country’s name for product marketing within the EU. Consequently, the European Union Intellectual Property Office supported a ruling in 2019 that ultimately led to the trademark’s revocation in December 2022. While this decision prevents the supermarket from claiming exclusive rights over the name in the EU, it does not impede its business activities within the region.
Walker highlighted their widespread presence, with 1000 stores and a customer base of five million per week, as evidence of the brand’s stature. The outcome of this legal appeal is eagerly anticipated, although the procedure is expected to extend further. The company remains open to prolonged litigation as necessary to uphold its trademark rights.
The resolution of this trademark dispute remains uncertain as Iceland steadfastly seeks to reclaim its brand identity amidst ongoing legal challenges.
