🚬 Nice Class 34: Tobacco & Smokers' Articles
The EUIPO register holds 34,873 trademarks in Class 34, the class for tobacco products, e-cigarettes and smokers' articles (as of July 2026). (as of July 2026).
34,873
Marks in the EU register
20,906
Registered with the EUIPO
+14 %
Growth 2020–2024
51 %
Word mark share
Class 34 covers tobacco and tobacco substitutes, smokers' articles and matches, and in recent years above all e-cigarettes, liquids and heated tobacco devices. The EUIPO register holds 34,873 trademarks in Class 34, of which 20,906 are registered (as of July 2026, EUIPO register data). New registrations rose from 1,705 in 2020 to 1,947 in 2024, a 14 percent increase, with 1,880 added in 2025. Few classes are shaped this heavily by a handful of corporations: the five biggest filers belong to just three company groups. Philip Morris appears twice, with Philip Morris Products at 1,389 and Philip Morris Brands at 659 trademarks, British American Tobacco also appears with two entities (773 and 729), and JT International follows with 538. Word marks account for 51 percent of the class. For founders in the vape or accessories segment, the message is clear: the register is crowded, and a thorough search before filing is essential.
What belongs in Class 34?
Class 34 covers tobacco and tobacco substitutes, smokers' articles and matches. Typical examples: cigarettes, cigars and pipe tobacco, electronic cigarettes and liquids, heated tobacco devices and vaporisers, plus accessories such as lighters, ashtrays, pipes and cigarette paper. One important distinction: purely technical components such as chargers and batteries for e-cigarettes fall under Class 9, and running your own shop or online store requires Class 35 on top.
Typical examples: Tobacco, cigarettes, e-cigarettes, smokers articles
New EUIPO registrations per year in Class 34
Most active applicants in Class 34
| # | Applicant | Marks |
|---|---|---|
| 1 | Philip Morris Products Sa | 1,389 |
| 2 | British American Tobacco (Brands) Limited | 773 |
| 3 | British American Tobacco (Brands) Inc | 729 |
| 4 | Philip Morris Brands Sàrl | 659 |
| 5 | Jt International Sa | 538 |
| 6 | Nicoventures Holdings Limited | 447 |
| 7 | Swedish Match North Europe Ab | 385 |
| 8 | Japan Tobacco Inc | 367 |
| 9 | Imperial Tobacco Limited | 361 |
| 10 | Reemtsma Cigarettenfabriken Gmbh | 193 |
Word mark or figurative mark?
Often combined with
In practice, Class 34 is most often combined with Class 35 (retail, online shop, advertising), Class 9 (chargers, batteries and technical accessories) and Class 25 (clothing and merchandising). Work out before filing which products you plan to add in the coming years, because the list of goods and services cannot be extended later. Secure the name as a word mark and protect the packaging design separately if needed. And search carefully against the existing portfolios: Philip Morris, British American Tobacco and JT International make up the entire top 5 of the class between them.
Common mistakes with Class 34
The most common mistake in the vape segment: filing Class 34 alone. E-cigarettes and liquids do belong here, but chargers, batteries and technical accessories fall under Class 9, and your own online shop under Class 35, and both are missing from many initial filings. Second mistake: underestimating the corporate portfolios. Philip Morris Products alone holds 1,389 trademarks in the class according to EUIPO register data, so similar-sounding names get noticed quickly. Third, many brands lean entirely on their packaging design: 51 percent of trademarks in Class 34 are word marks, and for good reason. In a market with strict advertising and packaging rules, the name is often what remains visible, and a word mark protects it independently of any design.
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Frequently Asked Questions
What belongs in Nice Class 34?
Class 34 covers tobacco and tobacco substitutes, smokers' articles and matches: cigarettes, cigars, pipe tobacco, e-cigarettes, liquids and heated tobacco devices, plus accessories such as lighters and pipes. Chargers and batteries fall under Class 9 instead, and retailing these products under Class 35.
Do e-cigarettes and liquids belong in Class 34?
Yes, electronic cigarettes, liquids and heated tobacco devices are classified in Class 34, alongside traditional tobacco products. Technical components such as batteries and chargers belong in Class 9, though. That is why vape brands typically file both classes together.
Who files the most trademarks in Class 34?
According to EUIPO register data (as of July 2026), Philip Morris Products leads with 1,389 trademarks, ahead of two British American Tobacco entities (773 and 729), Philip Morris Brands (659) and JT International (538). The top 5 of the class thus belong to just three corporate groups.
Which classes are typically combined with Class 34?
Most often Class 35 for retail and online shops, Class 9 for chargers, batteries and technical accessories, and Class 25 for clothing and merchandising. A vape maker with its own online shop covers the typical gaps with 34, 9 and 35.
Sources
EUIPO – European Union Intellectual Property Office: register data on EU trade marks and international registrations with EU protection, as of July 2026.
WIPO – Nice Classification: class definitions and headings (11th edition).
Methodology: own analysis by markencheck.ai; counted per filing entity, name variants merged.
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