JAH Intellectual Property has successfully secured the cancellation of the trademark “MIXUE ICE CREAM & TEA” through Administrative Decision No. 123 of 2025 which was achieved by demonstrating the extensive reputation of our client’s trademark and the bad faith inherent in the infringing registration, leading the Ministry of Economy to order its immediate removal from the Register.

The legal cornerstone of this success is Article 24 of Federal Decree-Law No. 36 of 2021, which has fundamentally transformed how trademark disputes are resolved. Previously, cancellation actions based on reputation and bad faith often required lengthy and expensive litigation within the civil court system. However, under the current law, the Ministry of Economy—specifically the Trademark Office (TMO)—now possesses the direct authority to adjudicate these matters administratively. This shift provides brand owners with a streamlined alternative that bypasses the procedural delays and high legal costs typically associated with traditional judicial proceedings.

The “MIXUE” case perfectly illustrates why the administrative route is the superior choice for modern businesses seeking time and money-effective results. By leveraging the TMO’s expertise to review evidence of bad faith and brand reputation directly, we were able to secure a final decision that protects our client’s market position without the need for an exhaustive court battle. This approach not only ensures a faster resolution but also allows clients to reallocate resources toward growth rather than prolonged litigation.

At JAH Intellectual Property, we remain dedicated to utilizing these advanced legal mechanisms to provide our clients with the most strategic and efficient protection available. As the UAE continues to strengthen its intellectual property framework, the ability to resolve complex disputes through the Ministry of Economy represents a vital tool for any well-known brand. Our recent success serves as a clear invitation to all brand owners to prioritize administrative course, ensuring their trademarks are defended with both precision and financial advantages.