The General Court ruled in case T-21/16; Karl Conzelmann GmbH + Co. KG v EUIPO, where there was an attempt for registration of an EU trademark LIKE IT for Classes 18, 24, 25.
EUIPO refused this application on absolute grounds – lack of distinctive character.
The Court upheld this finding taking into account the fact that the words LIKE IT can be perceived as a request for purchasing the goods applied for. The other meanings of LIKE IT such as “Similar to” or “The same as” don’t contribute in any way to the creation of distinctiveness of the sign as a whole.
Source: Alicante News.