The Court of Justice of the European Union’s (CJEU) judgment in AMS Neve and others (C-172/18) clarifies how to interpret the concept ‘the Member State in which the act of infringement has been committed or threatened’ in the rule on special jurisdiction in the European Union Trade Mark Regulation. The CJEU held that Art. 125(5) should be interpreted to mean that the right holder may bring an action before an EU trade mark court of the Member State within which the consumers or traders to whom advertising and offers for sale are directed are located, even if the defendant took decisions and steps in another Member State to bring about that electronic display.

With this judgment the CJEU introduces a targeting approach, which is something it has declined to do for the corresponding rule in Art. 7(2) Brussels Recast that applies to infringements of national trade marks. While the targeting approach is encouraging, the CJEU will need to clarify it to fulfil the objective of legal certainty. In addition, the CJEU appears to have interpreted Art. 125(5) EUTMR to exclude the Member State of activation. This is in contrast to Art. 7(2) Brussels Recast, which gives a right holder a choice between the Member State of activation and the Member State where the trade mark is registered. The article concludes that there is no justification for these differences in the special rules on jurisdiction applicable to EU trade marks and national trades.