Absolute grounds:

A trademark will be refused in Mexico if it is descriptive, misleading or generic. Also, a trademark in Mexico will be refused if it includes the name of organizations or other natural persons without their consent, or if it replicates any work protected under copyright.

Relative grounds:

Mark is identical or confusingly similar to a previously registered trademark. Mark is identical or similar to a famous trademark (unless permission from the trademark owner is obtained).

Under lack of distinctiveness or if any of the circumstances established on point 7 are present on the trademark.

The relative grounds for refusal are as follows: Marks identical or confusingly similar to previously registered marks or marks for which registration is pending, applied to the same or similar products or services. Renowned or famous marks, unless applied by the legitimate owner.

Those that are descriptive of the products or services to be protected, those similar to other trademark registrations in full effect or in process of registration filed before, those that have capricious words in their elements, those that tend to confuse the consumers, those that include or are the name of organizations or other natural persons without their consent, those that replicate any work protected under copyright.