Intel Corporation filed an application for cancellation of the registration of the trademark 'INTELMARK' for marketing and telemarketing services held by CPM United Kingdom Ltd based on the reputation of its trademark, 'iNTEL' for computers and computer linked goods and services. On rejection of the application by the UK registry, Intel Corporation filed an appeal to the UK Court, which referred the case to ECJ for clarifications relating to determination of unfair advantage and detriment to a mark, which is necessary for deciding on trademark dilution. The ECJ stated that a second mark will be considered to take unfair advantage of the first mark or cause detriment to the first mark, if there is any change in the economic behaviour of the consumer due to the link between the marks. It further pointed out that Intel must prove actual or future economic damage to the consumer in order to cancel the registration of the INTELMARK. In the light of the decision of ECJ, legal scholars believe that it would be difficult for Intel to prove a change in economic behaviour and may not be able to achieve cancellation of INTELMARK's registration.
|