Judgment_paragraph 72 · European Union Intellectual Property Office v John Mills Ltd (C-809/18 P)

72As the General Court correctly pointed out in paragraph 25 of the judgment under appeal, the objective pursued by that provision is to prevent the misuse of the earlier mark by the agent or representative of the proprietor of that mark, as those persons may exploit the knowledge and experience acquired during their business relationship with that proprietor and may therefore improperly benefit from the effort and investment which the proprietor himself has made.