Kangasniemi and national housing fair clash over unregistered “asuntomessut” trademark

The municipality of Kangasniemi in eastern Finland is facing legal pressure from Suomen Asuntomessut (Finland Housing Fairs Ltd) over its planned “Autiotalojen asuntomessut” (Abandoned Houses Housing Fair) event, despite the term “asuntomessut” not being a registered trademark, reports Yle.

Kangasniemi had registered “Autiotalojen asuntomessut” as a trademark with the Finnish Patent and Registration Office (PRH) earlier this year, complete with a logo. The event, designed to showcase abandoned properties for potential buyers, is a key part of the municipality’s marketing strategy.

Suomen Asuntomessut has demanded Kangasniemi abandon the name, arguing it creates confusion with their established brand. The company’s CEO, Joran Hasenson, stated that the term “asuntomessut” is strongly associated with their events, which have been held since the 1960s.

However, legal experts note that “asuntomessut” is not a registered trademark, and PRH rules state a trademark cannot consist solely of descriptive terms for the goods or services it represents. This raises doubts over whether the word could even be trademarked.

Suomen Asuntomessut has initiated proceedings with PRH to cancel Kangasniemi’s trademark and has threatened legal action, including claims for damages, if the municipality continues using the term. Kangasniemi’s municipal manager, Kimmo Kainulainen, expressed surprise at the intensity of the demands, given the project’s modest budget of under €100,000.

“We understand the need to protect their brand, but we also have PRH’s approval for our trademark,” Kainulainen said. He added that Kangasniemi is seeking an amicable solution and will decide on Monday whether to continue using the contested name.

The dispute highlights a broader question about the protectability of generic terms in branding, even when they have become strongly associated with a single organisation over time.