Ikea allowed to sue Belgian party Vlaams Belang over trademarked campaign imagery — EU court clears path

The Court of Justice of the European Union in Luxembourg ruled that Ikea may bring legal proceedings after Vlaams Belang used Ikea trademarks in political material published in 2022.

The court said that the party’s use of Ikea trademarks to illustrate its asylum and immigration policy could "cause significant detriment to the repute" of the company. It added that a Belgian court must decide the dispute on the merits in subsequent proceedings.

The 2022 material included images resembling Ikea instruction characters; one carried a flag bearing the Flemish lion and another held a shield in Ikea’s blue-and-yellow livery. The piece was titled "Ikea plan" with the subtitle "Immigration really can be different." After Ikea initiated proceedings, Vlaams Belang argued that freedom of expression should prevail.

The CJEU said using trademarks solely to take advantage of their reputation to reinforce and disseminate a political message does not automatically override the rights of the trademark owner. The court left open the factual assessment of reputation damage to the Belgian courts.

Inter Ikea said in a statement that it "fully believes in – and deeply respects – freedom of expression" but cannot accept uses of its trademarks that damage their reputation or distinctive character, especially when such use serves only to free‑ride on the brand.

Pauline Piernez, a trademark and design associate at Marks & Clerk, said the decision confirms that political parody is not prohibited but freedom of expression is not a licence to appropriate a famous brand’s identity.

Vlaams Belang said the campaign association noted the judgment and "will thoroughly study its scope in the context of the further legal proceedings."