Theory and practice of intellectual property
№ 1 / 2024
ISSN (Print) 2308-0361
ISSN (Online) 2519-2744
PDF (Ukrainian)DOI: https://doi.org/10.33731/12024.300899
Submitted 2024-02-07
Accepted 2024-02-20
Published 2024-03-29
Analysis of the condition and organization of brand protection in the digital economy (based on global research materials)
Gennadiy Androshchuk
Ph.D. (Economics), Associate Professor, Chief Researcher of the Department of industrial property and commercialization of intellectual property objects of the Intellectual Property Scientific Research Institute of the National Academy of Legal Sciences of Ukraine
Ukraine
https://orcid.org/0000-0003-0781-9740
Abstract
Counterfeit and pirated products pose a threat to the economic security of the state, consumers, and the environment. This requires a comprehensive approach to strengthening the protection of IP rights. Counterfeiting is a massive, growing global threat. The most common problems are counterfeits, analogues/copies and gray market/parallel imports. One of the key reasons for the growing challenge is the economic downturn, the pandemic, the growth of online marketplaces and direct-to-consumer sales. The importance of brand protection is also evidenced by the fact that trademarks (EU, national and/or international) are the most counterfeited types of IP rights (93% of seized goods) in the EU domestic market. Most counterfeiting criminals are found on fake foreign websites or large trading platforms, and social networks play a significant role in sales and e-commerce. Using the WIPO Global Brand Database, having a registered trademark in all countries where the company plans to do business, adopting a global monitoring strategy (manual and automated), and using authentication technology with marking technology are effective measures to combat unfair competition. In order to combat dishonest brand registrations, it is proposed to: include in the Law of Ukraine “On the Protection of Rights to Marks for Goods and Services” a norm regarding the bad faith of the applicant as an absolute ground for refusal of registration; to Article 4 of the Law of Ukraine “On Protection from Unfair Competition” include the domain name; to Art. 28-1 of the norm that the deadline is not established for filing a claim for cancellation or prohibition of the use of signs registered or used in bad faith. The implementation of the provisions of the EU Digital Services Act (Digital Services Act), Directive 2005/29/EC regarding unfair commercial practices and the unification of the norms of the Laws “On the Protection of Consumer Rights” and “On the Protection from Unfair Competition” will increase the legal protection of consumer rights and entrepreneurs who will be able to use a single regulatory framework based on clearly defined legal terms that regulate all aspects of unscrupulous commercial activity on the territory of Ukraine and the EU.
Keywords: unfair competition, trademark, brand, digital economy
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