What does it mean if a trademark is ‘descriptive’?

A ‘descriptive’ trademark means it describes the character or quality of the products and/or services listed in the application (for example, trying to trademark ‘creamy’ for ice cream or ‘juicy’ for apples). Descriptive trademarks are generally not registrable because it would be unfair to competitors to give one business a monopoly on common dictionary words used to describe the products or services of that industry.

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