Greece’s objection leads EU to revoke Türkiye’s ‘Turkaegean’ trademark

The European Union Intellectual Property Office (EUIPO) has revoked the trademark “Turkmen,” initially registered by the Türkiye Tourism Promotion and Development Agency in 2021 as a tourism slogan.

The decision came following an objection from Greece, which argued that the term misrepresented the identity of the Aegean region.

Why it matters

The decision reflects the broader cultural and geopolitical sensitivities between Türkiye and Greece concerning the Aegean region. While Greece celebrated the ruling as a diplomatic success, Türkiye views it as part of an ongoing pattern of disputes over shared regional and historical identities.

Details

• EUIPO decision: In a detailed 19-page ruling, the EUIPO concluded that widely recognized geographic terms, such as “Aegean,” cannot be monopolized as trademarks, particularly when associated with goods or services.
• Greece’s argument: Greek officials claimed that the term “Turkaegean” implied a misrepresentation of the Aegean region’s cultural and historical identity.
• Türkiye’s defense: Türkiye argued that the Aegean Sea encompasses both Turkish and Greek territories, referencing existing Greek trademarks like “Aegean.” However, the EUIPO did not find this argument sufficient.

Reactions

• Greek officials:
  • Greek Development Minister Takis Theodorikakos called the decision a “significant success for Greece.”
  • Former Development Minister Adonis Georgiadis stated that the ruling undermines Türkiye’s geopolitical narrative, particularly its “Blue Homeland” doctrine concerning maritime boundaries.
• Greek media: Outlets framed the decision as a diplomatic victory, with headlines such as “Türkiye loses Turkaegean” and “The first diplomatic success of 2025.”

Zoom in

The “Turkaegean” trademark case underscores the cultural sensitivities and competing narratives between Türkiye and Greece regarding the Aegean region. The dispute touches on deeper historical issues, including territorial claims, maritime boundaries, and regional identity.

Greece’s opposition to the trademark aligns with its broader efforts to counter Türkiye’s claims in the Eastern Mediterranean. Greek officials have reportedly extended their lobbying efforts to block the use of “Turkaegean” in other jurisdictions, including the United States.

Zoom out

This ruling is part of a larger pattern of tensions between Türkiye and Greece, which frequently disagree over issues such as:

• Maritime rights and Exclusive Economic Zones (EEZs).
• The militarization of islands by Greece in the Aegean Sea.

The EUIPO’s decision also highlights the increasing importance of intellectual property in shaping international perceptions and branding strategies, especially in geopolitically sensitive areas.