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Turkey Launches Strong Legal Battle to Reinstate “Turkaegean” Trademark After EU Reversal

Turkey appeals EUIPO’s cancellation of the “Turkaegean” trademark, seeking to protect its Aegean tourism branding in a landmark legal battle.

Turkey

Turkey has mounted a powerful legal offensive to restore its trademark rights to the term “Turkaegean” after the European Union Intellectual Property Office (EUIPO) revoked the registration earlier this year. The decision, which came as a surprise to Turkey’s tourism authorities, has triggered one of the most closely watched intellectual property disputes in the European tourism sector.

At the heart of the battle is Turkey’s desire to strengthen its tourism branding for the Aegean coast, a region that boasts some of the country’s most popular destinations. By coining the word “Turkaegean,” Turkey’s Tourism Promotion and Development Agency sought to create a distinct, memorable identity that would differentiate its Aegean coastline from competitors and attract international travelers.


A Timeline of the Dispute

The “Turkaegean” trademark was originally registered in December 2021, allowing Turkey to use the term in promotional campaigns across Europe. However, on January 10, 2025, the EUIPO announced its decision to revoke the registration. The agency argued that the word carried strong geographical associations and could mislead consumers by suggesting exclusivity over the Aegean, a region shared between Turkey and Greece.

Refusing to accept the cancellation, Turkey filed a formal appeal on March 7, 2025. The case is now under legal review, with Turkey’s legal representatives insisting that the term is a marketing creation rather than a geographical indication.


The Core Legal Argument

Turkey’s legal team argues that “Turkaegean” is an invented term with no prior usage in any language. Unlike geographical names protected under European law, the word does not exist in common dictionaries or public vocabulary. Officials maintain that it was coined specifically for branding purposes and therefore should not fall under restrictions that apply to natural geographical references.

The appeal further highlights that the prefix “Turk” is not limited to a geographic context. It is often used to describe people, cultural traits, or even historical references beyond the borders of modern Turkey. By extending this reasoning, Turkey claims the term “Turkaegean” cannot be categorized as misleading in the way the EUIPO described.


International Reactions and Greek Opposition

The dispute has also fueled political sensitivities between Turkey and Greece, two nations that share both the Aegean Sea and a long history of cultural ties and rivalries. Greek officials formally objected to the trademark, emphasizing that the term inevitably evokes geographical connotations and could confuse European consumers.

Their stance, submitted in August 2025, reinforced the EUIPO’s decision and underscored the broader European commitment to protecting geographical indications. In the EU’s framework, such terms are tightly regulated to prevent companies or organizations from monopolizing names tied to specific regions.


Shifting Legal Teams and Strategy

Turkey’s persistence in defending the trademark has been evident in the changes to its legal representation. The Spanish firm Elzaburu, one of Europe’s leading intellectual property law practices, is now handling the appeal—the third legal team to take over since the revocation. Analysts believe this shift indicates the complexity of the case and the high stakes Turkey places on the outcome.

Despite these efforts, many experts remain skeptical about the appeal’s success. European trademark law is known for its strict stance on geographical indications, and precedents suggest that overturning such a decision will be difficult.


Why the “Turkaegean” Name Matters

The term “Turkaegean” is more than a legal debate—it represents a branding vision for Turkey’s western coastline. The region is home to famous destinations such as İzmir, Bodrum, Kuşadası, and Çeşme, offering visitors a blend of pristine beaches, ancient ruins, and vibrant cultural life.

Tourism accounts for a significant portion of Turkey’s economy, and distinctive branding plays a crucial role in attracting international visitors. By reviving the “Turkaegean” name, Turkey hopes to strengthen its global image and market itself as a premier Aegean destination in competition with its neighbors.


Broader Implications for Trademark Law

Beyond Turkey’s tourism strategy, the case has broader implications for trademark law in the European Union. If Turkey’s appeal succeeds, it could open the door for other countries or organizations to register creative terms that combine national and regional references. If it fails, it will reinforce the EU’s strict interpretation of geographical associations, setting a precedent that could discourage similar branding attempts in the future.

Trademark specialists point out that the case underscores the delicate balance between consumer protection and creative marketing. While the EU seeks to prevent misleading terms, countries like Turkey argue that innovation in branding should not be restricted when terms are newly coined and not part of everyday geography.


What Lies Ahead

The EUIPO’s decision remains in force until the appeal is resolved, and the process is expected to take months, if not years. During this time, Turkey continues to promote its Aegean coast through other tourism campaigns, while keeping “Turkaegean” as a legal and symbolic battleground.

As the dispute unfolds, it serves as a reminder of the challenges nations face when building global tourism brands in a tightly regulated marketplace. For Turkey, the stakes go beyond one word—they touch on national identity, economic growth, and the ability to define its image on the world stage.

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