Trademark versus geographical term – the Gorgonzola UDRP cases

Under the UDRP, a geographical indication (GI) is usually not protected until a complainant can show that it additionally operates as a commerce or service mark. If a GI is protected beneath trademark legislation, it could fall beneath the remits of the UDRP.

Consorzio per la Tutela del Formaggio Gorgonzola, the homeowners of the GORGONZOLA figurative mark, filed a number of UDRPs by the years. In two latest cases, which date from late May 2021, the Gorgonzola model had seen certainly one of its cases denied whereas the different case resulted in the switch of the area title at problem.

Though Gorgonzola is a protected GI in the European Union, for the objective of the UDRP a complaining get together should solely depend on registered or unregistered trademark rights to show that they’ve standing to file a site dispute.

Guideline 1.6 of the WIPO Overview of WIPO Panel Views on Selected UDRP Questions discusses the points arising round geographical phrases. Most geographical phrases should be registered as logos to fulfil the first UDRP factor. In distinctive circumstances, panels might discover that geographical phrases not registered as marks should still be adequate to claim rights. In such cases, the complainant should show that the model acquired secondary that means. This, nonetheless, may be very troublesome in apply beneath the UDRP.

In the Gorgonzola cases, the complaining get together relied on a figurative mark, which predominately options the Gorgonzola term. As the first factor of the UDRP is a low-threshold check, panels have present in all earlier cases that the Gorgonzola model proprietor had adequate standing to file a UDRP case. 

Even although most complainants will overcome the first factor in the event that they personal a trademark which can be a geographical term, proving the second and third parts of the coverage could also be difficult.

Respondents know that when coping with geographical phrases, they’ll efficiently justify a official curiosity if they’ll show that they registered and use the term for its that means as a metropolis or location. Most respondents in the Gorgonzola cases relied on this argument. This in the end led to the complainant dropping three out of its 5 disputes held earlier than a panel.

So what classes may be drawn from these two virtually an identical cases which led to such totally different outcomes?

Gorgonzola used as a geographical identifier

In the first WIPO case (D2021-0690) regarding the area title ‘’, the complainant did not fulfil the second factor (and by consequence, the third factor) of the coverage, even with proof that the respondent had been concerned in earlier situations of unhealthy religion registrations.

The respondent proved that the area title at problem was a part of a mission to “promote and supply data on Italian cities” by his portal. The respondent relied on the incontrovertible fact that Gorgonzola continues to be the title of an Italian metropolis in the hinterland of Milan. Further, he efficiently proved that this area title was a part of a sample of good-faith conduct – proudly owning round 250 different domains bearing the names of Italian cities.

In gentle of the proof supplied by each events, the panellist agreed that at this stage, there was no proof to indicate that the respondent used or supposed to make use of the area title to draw web customers by exploiting the fame of the GORGONZOLA mark. However, the panellist fired a transparent warning to the respondent that “ought to that occur, after all the Complainant can be free to file a case beneath the Policy or in courtroom”. 
The last remark raises questions as as to whether the panellist was satisfied that the true intent of the respondent was to make use of the area title for its geographical that means. But with out proof to indicate the opposite, it dominated in favour of the respondent.  

Gorgonzola used to take advantage of its trademark worth

In the second WIPO Case (D2021-0722) rendered solely 10 days after the first one, the model proprietor, this time, gained the case, and the panellist ordered the switch of the area title ‘’ to the complainant.
The Gorgonzola model as soon as once more relied on its figurative trademark to efficiently overcome the first factor of the UDRP. Under the second factor, the panellist agreed that the respondent primarily registered the area title to take industrial benefit of the goodwill hooked up to the model by displaying pay-per-click (PPC) hyperlinks on the web site, with hyperlinks related to the cheese product.

The clear goal of the model and the intent of the respondent to learn from consumer confusion and derive industrial acquire was adequate for the panellist to conclude that it didn’t have a official curiosity in the area title and used the area title in unhealthy religion.


The above cases spotlight how model homeowners, who depend on logos which are additionally geographical identifiers, should be cautious when going by the UDRP. Unless a respondent is clearly concentrating on the model proprietor and exploiting its fame for some industrial acquire, the complaining get together might simply fail beneath the second and third factor of the coverage if there may be any doubt in the panel’s thoughts that the respondent might use it for its geographical that means.

Moreover, the Gorgonzola model additionally misplaced two cases again in 2017 for comparable causes. Both respondents in these cases had been based mostly in the United States, the place the cheese is just not protected as a GI. 

The panel in a single case (D2017-0554) said that there was no proof that the phrase gorgonzola was something apart from a descriptive term from a kind of cheese produced in the United States, which was the location of the respondent. 

The jurisdiction of a respondent, subsequently, may be detrimental to cases involving a geographical mark. Even beneath the UDRP, these rights stay territorial and thus don’t get pleasure from the identical safety worldwide.

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