Non-traditional trademarks : Registration of aural and olfactory signs as trademarks in accordance with the latest amendments of the European Trademark Regulation 2015/2424 and Trademark Directive 2015/2436

Abstract: Trademarks are an essential and usual part of business. Even though the most part of signs registered in the European Union consists of ‘traditional’ marks (such as words, letters, numerals, etc.), with the development of technologies the registration of ‘non-traditional’ marks (such as colours, sounds, holograms, smells, etc.) became possible and sometimes daily practice. In 2015, European Commission and European Parliament faced the necessity to harmonize an established trademark system by amending the regulations. One of the main changes was the removal of the graphical representation requirement which opens new possibilities for trademark holders in relation to register non-traditional marks like olfactory marks that were not generally accepted for the registration before. This thesis is a brief research of the requirements that are established for the registration of non-traditional marks and the future perspective of European trademark regulation due to the latest amendments.