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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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Karen Abraham and Ameet Kaur Purba of Shearn Delamore & Co examine ASEAN’s efforts to create a more harmonised IP environment across the region, including through the introduction of the Pan-ASEAN Trademark System -
Yanling Zhou of DEQI analyses the rules governing evidence submission and patent document amendment in patent invalidation procedures
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Vincent Violago and Nikko Quevada discuss the various types of bias in machine learning algorithms and the data used to train the algorithms. They also analyse patents directed to bias mitigation, as well as the reasons machine bias is difficult to identify and eliminate
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AWA Asia’s IP strategy and patent team in Beijing looks at the China FinTech market, discusses available IP protection mechanisms and considers how revised guidelines could provide opportunities to protect technology in this rapidly developing sector
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David Stone discusses the difficulties of registering and enforcing shape trade marks in the European Union
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European in-house IP counsel tell Patrick Wingrove about the prospects and problems of individual treatments, particularly as AI plays a bigger role in making them
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