This paper analyses the new provision in EU law that trademark rules should be “applied in a way that ensures full respect for fundamental rights and freedoms, and in particular the freedom of expression”. It is first pointed out that the new provisions are part of a broader trend of ‘constitiutionalization’ in EU law whereby courts rely on fundamental rights norms when they interpret the rules of IPR. It is shown how this approach differs from the traditional approach according to which the two legal systems did not interact on the level of substantive law. After a presentation of the legislative background for the changes and the development in copyright law the likely impact of the changes in law is discussed. It is concluded that even though the constitutionalization is not going to revolutionize trademark law, it may well accelerate an evolution of EU trademark law and make it more receptive towards augments from users’ of trade marks.