Greece has secured a major legal victory as the EU cancels Turkey’s “Turkaegean” Trademark. The European Union Intellectual Property Office (EUIPO) cancelled Turkey’s controversial “Turkaegean” trademark, citing cultural and economic concerns. The decision announced on 10 January 2025, marks a significant milestone in Greece’s efforts to protect its national heritage and economic interests.
A two-year legal battle ends in Greece’s favour
The EUIPO’s ruling follows a detailed challenge led by Greece’s Ministry of Development and the Industrial Property Organisation (OBI). Turkey’s Tourism Promotion and Development Agency originally applied for the “Turkaegean” trademark in December 2021 as part of its tourism branding strategy. However, Greece argued that the term infringed on its cultural heritage and geopolitical interests.
In February 2023, Greece submitted a comprehensive dossier to the EUIPO, asserting that the trademark was part of Turkey’s broader ambitions to claim cultural and territorial influence over the Aegean region. After nearly two years of legal proceedings, the EUIPO cancelled the trademark registration across six key sectors: advertising, media, transport services, education, hotels and restaurants, and legal services.
Under EU regulations, Turkey now has two months to appeal the decision and four months to provide written reasons for the appeal.
Greek officials celebrate the victory
Greek officials hailed the EUIPO’s decision as a landmark victory. Minister of Development Takis Theodorikakos stated:
“Greece, under the leadership of Kyriakos Mitsotakis, stands strong on the international stage, defending its national interests with determination and effectiveness, including in the commercial sphere. We are asserting our rights with full force and through all legal means.”
OBI President Dimitris Chronis described the decision as “a complete vindication” of Greece’s position, emphasising the methodical and thorough approach taken by Greek authorities to achieve this result.
Panagiotis Kanellopoulos, Director General of OBI, added:
“In the ‘Turkaegean’ case, OBI, together with the legal representatives who handled the case, worked systematically and methodically to achieve today’s positive outcome in a difficult legal battle.”
Regional and geopolitical implications
The “Turkaegean” trademark sparked widespread criticism in Greece, where it was seen as an attempt by Turkey to assert influence over the culturally significant Aegean region. The dispute highlighted longstanding tensions between the two countries over territorial and cultural claims in the area.
The EUIPO’s decision is viewed as a defence of Greece’s national and economic interests, underscoring the ongoing sensitivities surrounding the Aegean Sea and its cultural heritage. The controversy has resonated beyond Europe, with similar trademark challenges arising in the United States.
Why “Turkaegean” sparked controversy
The dispute over the “Turkaegean” trademark goes beyond mere legal boundaries, reflecting deeper historical, cultural, and geopolitical tensions between Greece and Turkey.
The Aegean Sea holds immense cultural and historical significance for Greece, with its islands and coastal areas being integral to the nation’s identity and ancient heritage. Greece viewed Turkey’s attempt to trademark the term as a symbolic act of appropriation, suggesting a claim over a culturally Greek region.
Economically, the dispute has significant implications for tourism — a key industry for both nations. Greece feared that Turkey’s use of the term could divert international tourism interest from Greek destinations to Turkish coastal areas, undermining Greece’s branding efforts.
Similar developments in the United States
The “Turkaegean” case has also attracted attention in the United States. The U.S. Trademark Trial and Appeal Board (USPTO) recently requested clarifications from Turkey regarding its use of the term. Turkey’s Tourism Promotion and Development Agency was asked to explain the purpose behind the term and its intended use in tourism promotion.
Turkey has been given a 20-day deadline to respond to the U.S. inquiry. Analysts suggest that the U.S. development could provide Greece with an opportunity to pursue further legal action if Turkey’s explanations are deemed insufficient.
Greece’s broader strategy
The EUIPO’s decision represents a significant milestone in Greece’s broader strategy to protect its cultural and economic interests through legal channels. The cancellation of the “Turkaegean” trademark sends a clear message that attempts to appropriate cultural and historical narratives will not go unchallenged.
Commenting on the broader implications, Minister Theodorikakos stated:
“This decision is a victory for all Greeks. It shows that we can effectively defend our rights and heritage when we work together methodically and decisively.”
With the trademark dispute still pending in the U.S., Greece is expected to continue its efforts to safeguard its cultural identity and assert its rightful claims on the international stage. The victory at the EUIPO reinforces Greece’s commitment to using all available legal means to defend its heritage, economy, and sovereignty in the face of regional tensions.
