When the mark MAGIC PUSSY is filed for coffee, the EUIPO refuses registration. The sign is seen as vulgar street slang for the female genitals and therefore contrary to accepted principles of morality, especially given that children may also encounter these products. The applicant argues that the sign simply refers to a cat and that MAGIC PUSSY is a fanciful, whimsical trademark name. On appeal, the Board stresses that a mark may only be refused on morality grounds where it clearly and seriously offends fundamental values. Bad taste alone is not enough. “Pussy” has several meanings, and there is no direct sexual link between coffee or chocolate and the term. The Board finds that the sign will not generally be viewed as seriously shocking. At most, it creates a double entendre or may be perceived as being in poor taste, which is not sufficient to deny trademark protection.
