
- marks which are devoid of any distinctive character
- marks which describe any characteristic of the goods or services (e.g. their kind, quality, quantity, intended purpose, value or geographical origin)
- marks which have become customary or generic in the relevant trade (e.g. cello tape)
- shapes which result from the nature of the goods are necessary to obtain a technical result, or which give substantial value to the goods
- marks which are contrary to public policy or to accepted principles of morality (e.g. swear words), are deceptive, or which constitute specially protected emblems (e.g. the Royal arms)
- marks involving applications made in bad faith (e.g. if the intention is to stop somebody else using the mark, rather than actually using it yourself)
- marks in which a third party already has rights in the same field of use The importance of distinctiveness

In closing
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