US chewing gum manufacturer Wrigley took its Doublemint trademark battle to the European Court of Justice yesterday [Tuesday], in a case that some lawyers say could have landmark implications for the ability of companies to use “descriptive” phrases and names as trademarks.

Wrigley was originally denied an EU-wide trademark for Doublemint on the grounds that it was thought to be descriptive and “void of distinctiveness”.

The world’s largest chewing gum manufacturer, which already has Doublemint registered as a trademark in several individual European countries, successfully appealed against the decision to the EU’s Court of First Instance last year.

A decision from the European Court of Justice is expected later this year, reported the Financial Times.

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