That Four Letter Word: When It Pays To Profane

In a decision which will no doubt cause knickers to become knotted, the German Federal Patent Court has ruled that a German liquor manufacturer, EFAG Trade Mark Company, is entitled to register as a trade mark the word "FICKEN", for alcoholic drinks, mineral water, fruit drinks and clothing.  "FICKEN" is the German equivalent of an English word which has no place in polite conversation, but is nonetheless widely used to express anger, amusement, shock, irritation and just about any other emotion (as well as filling in as an adjective, when there is just no other word that will do).  EFAG intends to use the word for schnapps, and may also use it for marketing spirits and other drinks.