P&G's EU Bid for 'Flash' Trademark Fails Amid Consumer Confusion Concerns

A Spanish cosmetics company has successfully challenged Procter & Gamble's (P&G) attempt to trademark the term 'Flash' for its cleaning products in the EU. The company convinced European officials that shoppers might associate P&G's rival cleaning products with its line of serums branded as 'Flash Eye'.

The challenge was made on August 27, 2026, and it has resulted in a narrower trademark application for P&G. This means the company will have to be more specific about the scope of its trademark.