It is business as usual on the Icelandic trademark scene: filings are ticking over nicely and practitioners are enjoying a steady stream of work from local and international businesses. However, competition on the market is also heating up as firms are pressured to revise their pricing models in the race to win tenders. As a result, they are vying to bring added value to their services and set themselves apart from their rivals. There have also been several discussions following a few high-profile court rulings on distinctiveness and generic marks. Regarding the former, the Supreme Court’s revocation of the TOPPÍS mark in Kjörís ehf v Emmessís ehf ended a longstanding skirmish between two ice cream manufacturers and shed further light on the subject. Regarding the latter, the Board of Appeal highlighted the strict requirements for proving the genericisation of a registered mark in the PÓLÝHÚÐUN dispute. This will hopefully add further clarity on the matter and serve as guidance for rights holders when registering a company name.

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