Airbnb Trademark Ruling Clarifies Limits Of 'Advertising Services' In Class 35

The General Court of the EU has confirmed the partial revocation of the Airbnb trademark for 'advertising services' (class 35), finding that a business promoting its own offerings does not constitute an 'advertising service' aimed at third parties – a key legal lesson for branding strategies, as Laetitia Cardi explains.

On 21 May 2025, the General Court of the European Union dismissed an appeal by Airbnb challenging the partial revocation of the Airbnb trademark for "advertising" services under class 35. The judgment confirms the importance of considering which services to designate in a trademark application, distinguishing between those services that will be provided exclusively to third parties and those used solely or in part to promote the products and services offered under the trademark by its owner.