MAGORA v GRUPO AGORA: likelihood of confusion confirmed
The General Court of the European Union dismisses Holding Tourisme's action against the rejection of the word mark MAGORA.
What was the case about?
Holding Tourisme applied for the EU word mark MAGORA. The proprietor of the earlier EU figurative mark GRUPO AGORA filed an opposition based on the relative ground for refusal of likelihood of confusion under Article 8(1)(b) of Regulation (EU) 2017/1001. EUIPO rejected the application, prompting Holding Tourisme to bring an action before the General Court.
The General Court dismissed the action and upheld EUIPO's decision. It found a likelihood of confusion between the applied-for word mark MAGORA and the earlier figurative mark GRUPO AGORA.
Likelihood of confusion found
The General Court dismissed Holding Tourisme's action. EUIPO's decision to reject the word mark MAGORA due to a likelihood of confusion with the earlier figurative mark GRUPO AGORA was upheld.
What you can learn from this
For Swiss SMEs planning to file an EU trade mark, this case highlights the importance of a thorough pre-clearance search. Even a similar earlier mark can lead to refusal. The assessment should not be limited to identical signs but also include phonetic and conceptual similarities.
Continuous monitoring of the market environment is also advisable. If a conflicting mark is filed, an opposition can be lodged within the deadline. Conversely, when filing one's own mark, the risk of opposition should be assessed early and the mark adjusted if necessary.
Case ticker
This ticker follows the case automatically: new decisions appear here as soon as they are published in official sources.
Monitored automatically · Status: 23.10.2026
- 14.10.2026 EU General Court upholds rejection of the word mark MAGORA due to likelihood of confusion with the earlier figurative mark GRUPO AGORA. Source
- 25.11.2025 On 25 November 2025, Case T-814/25 (Holding Tourisme v EUIPO – Agora, trade mark MAGORA) was brought before the General Court of the European Union. Source
Entries are generated automatically from official sources. Decisions may be appealed and are not necessarily final.
Sources
General Court of the European Union, judgment of 14 October 2026, Case T-814/25 (Holding Tourisme v EUIPO).
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This article was generated automatically from published decisions, is for information purposes and does not constitute legal advice.