In Backaldrin Österreich The Kornspitz Company GmbH v Pfahnl Backmittel GmbH [2014] C-409/12, the Court of Justice of the European Union (CJEU) has ruled that a trade mark is liable to revocation in respect of a product for which it is registered if, as a consequence of acts or inactivity of the proprietor of the mark, it has become the common name for that product from the point of view solely of end users of the product.