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Brand Protection Congress Europe: addressing counterfeiting and IP protection in the digital economy
As global commerce continues to expand through e-commerce platforms and digital marketplaces, protecting brands has become a growing challenge for organisations worldwide. Counterfeiting, intellectual property infringement, and online brand abuse are increasing across industries, making brand protection strategies a critical priority for businesses.
March 17, 2026
Features list
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Managing IP speaks to the directors of WIPO and the EUIPO to gauge their views on AI, asking how the technology can help the offices be more efficient and whether job losses are inevitable -
Following a US Supreme Court ruling on bankruptcy and trademarks, licensees should feel more secure about the rights that they have been permitted to use, says Robert Gerstein of Marshall, Gerstein & Borun
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Karl Renner and Dorothy Whelan of Fish & Richardson reflect on the state of post-grant patent practice in the US, the evolution of the inter partes review and new developments on the horizon
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Zhifei An, Jian Zhang and Xiaoming Zhang of Liu Shen & Associates evaluate the impact of the IoT on data ownership, its relationship to blockchain, why the IoT is vulnerable to enforcement actions from NPEs and the race to patent technologies in this area
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Philip Lapin and Jamie-Lynn Kraft of Smart & Biggar assess developments in the Canadian trademark landscape, including the country’s accession to the Madrid Protocol, changes to the use requirement, amendments to the rules around distinctiveness and the ability to file applications for non-traditional trademarks
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Youping Ma and Guoquan Yang of Bridgeon assess a recent case concerning AI in which, among other questions, the issue of whether a software developer can be an author was assessed
Local Insights
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Hanol IP & Law
A landmark case involving the remodelling of luxury brand bags at the owner’s request has established legal principles on the trademark implications of such services, explains Min Son of Hanol IP & Law
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Patrinos & Kilimiris
Maria Kilimiris of Patrinos & Kilimiris explains a recent decision regarding how genuine use is assessed for trademarks registered across broad categories of goods and their subcategories
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Berken IP
María Aurora García of Berken IP examines how Argentine courts are using dynamic injunctions to tackle illegal sports streaming, particularly in the context of major events such as the football World Cup
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Bird & Bird
Annika Lückemann and Jan van Dieck of Bird & Bird analyse the Unified Patent Court’s opening ruling concerning a supplementary protection certificate, highlighting procedural peculiarities, urgency considerations, and possible implications for pharmaceutical originator-generic disputes
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RNA, Technology and IP Attorneys
Ranjan Narula and Parth Bajaj of RNA, Technology and IP Attorneys analyse new obligations concerning synthetically generated information, accelerated takedown provisions, and safe harbour implications amid rising SGI-driven scams
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Tilleke & Gibbins
Loc Xuan Le of T&G Law Firm LLC (TGVN), the local associate firm of Tilleke & Gibbins, outlines key amendments to Vietnam’s Law on Intellectual Property concerning AI use of protected IP objects
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Tilleke & Gibbins
Wiramrudee (Pink) Mokkhavesa and Tanapong Pongburanakit of Tilleke & Gibbins say Thai courts’ evolving approach to criminal intellectual property damages enables brand owners to enhance return on investment in raids and avoid civil litigation
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Wanhuida Intellectual Property
Xiaoping Wu and Jicheng Yang of Wanhuida Intellectual Property analyse an invalidation decision that addresses how dosage and administration features affect the inventiveness assessment of pharmaceutical use claims in China
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Becerril, Coca & Becerril
Fernanda Villalobos of Becerril, Coca & Becerril explains how Mexican trademark law now allows descriptive signs to acquire protection through market use and consumer recognition
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Gün and Partners
Mutlu Yıldırım Köse and İrem Girenes Yücesoy of Gün and Partners analyse the different approaches to similarity assessments conducted by the court of first instance in the proceedings and the Regional Court of Appeal