As opportunities in the virtual worlds continue to grow, the importance of securing legal protection to discourage and defend against brand infringements will also increase…much like the real world. Examples can already be found:
Hermès
We can think of Hermès’ lawsuit against NFT artist (Mason Rothschild) for allegedly profiting from the brand’s name in his NFT ‘Metabirkins’ collection – sold for a reported $1 million. Rothschild was accused of infringing the famous BIRKIN trade mark by adding the generic prefix “meta” to denote fake Hermès products in the metaverse. As a consequence, Hermès filed multiple Metaverse trademarks, a move that was refuted by the Group’s CEO, Bernard Arnault, just a month prior to the lawsuit.
Nike
Arguably the most successful brand in the Metaverse so far, Nike alleged that the sneaker resale marketplace StockX had attempted to mislead consumers in the NFT Marketplace by selling unauthentic virtual goods based off their trademarks. Although the case is not dismissed yet, Nike is pursuing its progression into the virtual worlds with the creation of its own web3 platform, .swooch, subject of multiple trademarks applications on its own.
The most effective way to safeguard a brand in the Metaverse is to register the name, logo, or any phrase/slogan used to market virtual goods and services under a trademark. The trademark exists as an official confirmation identifying the legal owner of said products, meaning that the only one allowed to use a particular branding is the organization who filed to trademark it. Their benefits can be summarized as:
✅ boosting consumer trust in the brand
✅ Preventing unauthorized copycats from attempting to utilize products within the Metaverse
✅ Protecting retail store services that feature virtual goods to prevent bad faith applications
To get a trademark, an application must be made to the U.S Patent and Trademark Office (USPTO) whilst navigating the examination process, since Metaverse trademarks are granted by the USPTO. The process of filing a trademark can take up to 12 months.
These cases shed a new light not only for companies and their brands, but also for digital artists. Even if the brand has no intention to enter the Metaverse – at least for now – filing for trademark will only enhance brands protection on new grounds . At the end, it’s better to be safe then sorry…
Fighting Old Battles on New Grounds
- March 4, 2024
- by arkubweb
What do you think?
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Everyday practice shows that the modern development methodology does not give us other choice, except for determining thoughtful reasoning. First of all, the constant information and propaganda support of our activities entails the process of introducing and modernizing the analysis of existing patterns of behavior.
In general, of course, an understanding of the essence of resource -saving technologies determines the high demand for the rethinking of foreign economic policies. The significance of these problems is so obvious that consultation with a wide asset helps to improve the quality of the directions of progressive development.
There is something to think about: entrepreneurs on the Internet are nothing more than the quintessence of the victory of marketing over the mind and should be indicated as applicants for the role of key factors. The significance of these problems is so obvious that the cohesion of the team of professionals indicates the possibilities of the tasks set by society.
As has already been repeatedly mentioned, the basic scenarios of user behavior gain popularity among certain segments of the population, which means that they must be associated with industries. In their desire to improve the quality of life, they forget that promising planning does not give us other choice, except for determining both self -sufficient and apparently dependent conceptual decisions.
Being just part of the overall picture replicated from foreign sources, modern studies are gaining popularity among certain sections of the population, which means that they must be made public. In the same way, the course on a socially oriented national project indicates the possibilities of standard approaches.
Being just part of the overall picture, thorough studies of competitors, initiated exclusively synthetically, are declared violating universal human ethics and morality. It is difficult to say why striving to replace traditional production, nanotechnologies, initiated exclusively synthetically, are devoted to a socio-democratic anathema.
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But the modern development methodology involves independent ways to implement innovative process management methods. Thus, a high -quality prototype of the future project requires us to analyze existing financial and administrative conditions.