31Moreover, the rights conferred by the trade mark are exhausted only in respect of the individual items of the product which have first been put on the market in the EEA by the proprietor or with his consent. By contrast, the proprietor may continue to prohibit the use of the mark in pursuance of the exclusive right conferred on him by Directive 89/104 in respect of other items of that product which have not first been put on the market in the EEA in that way (see, to that effect, Case C-173/98Sebago and Maison Dubois [1999] ECR I-4103, paragraphs 19 and 20).