Shenzhen Smoore Technology appeals EUIPO’s decision in trademark dispute

Shenzhen Smoore Technology, a Chinese vaping manufacturer, has initiated legal proceedings against the European Union Intellectual Property Office (EUIPO), with Dongguan BEC Technology as the other party in the dispute. This follows the rejection of Smoore’s opposition to registering the “V Venilo” trademark. Filed on 28th January 2025, the case is currently under review by the General Court of the European Union.

The dispute concerns the EUIPO’s decision to allow e-cigarette manufacturer and wholesale supplier Dongguan BEC Technology to register the V Venilo mark. Smoore contends that this registration infringes upon its existing trademark rights.

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Antonia Di Lorenzo

Newsdesk editor/EU lead reporter

Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.

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Shenzhen Smoore Technology appeals EUIPO’s decision in trademark dispute

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