Does a trade mark consisting of the name of its founder become deceptive and, therefore, liable for revocation, if the founder leaves the company? This question is at the heart of Advocate General (‘AG’) Emiliou’s Opinion in PMJC (C-168/24). Background Fashion company JEAN-CHARLES DE CASTELBAJAC, S.A. owned various trade marks for the sign ‘JC de CASTELBAJAC’, including French trade mark no.