Protecting Your Brand in the Metaverse

How we can help

Beyond the Horizon: Strategic Brand Protection

Protecting your brand requires looking at the full global context—not just the next filing deadline. We go beyond immediate tasks to offer a strategic, big-picture approach. Our established European trade mark team serves as an integrated extension of your business, providing end-to-end counsel on law and practice across every stage of your brand's lifecycle. We ensure your brand's growth is secured from day one.

Portfolio creation & strategic management

We work with you to align your IP strategy with your commercial goals. From defining filing plans that cover both physical and virtual goods/services to monitoring and reviewing your portfolio as platforms evolve, we ensure your trade marks remain effective and future-proof.

Enforcement & dispute resolution

Disputes in the metaverse are often complex and fast-moving. We represent clients before the UKIPO and EUIPO in oppositions, cancellations and infringement actions, and manage platform takedowns through notice-and-action programmes. Where disputes extend across borders, we coordinate matters with trusted international partners.

Commercial transactions & licensing

Trade marks are assets. We help you realise their commercial value through licensing, collaborations and brand extensions in virtual worlds. Our attorneys support due diligence and provide IP advice on funding rounds, mergers, acquisitions, private equity investments and stock market flotations.

Cross-platform protection

The metaverse is not a single place but an ecosystem of platforms. We develop coverage strategies that span multiple environments, draft specifications that reflect evolving use cases, and provide practical advice on evidence and use requirements.

Technology-aware strategies

From embedding trade marks in NFTs to advising on blockchain provenance and authenticity, we develop solutions that respond to new technologies. We also help manage risks associated with user-generated content and creator economies.

Integrated IP support

In addition to our trade mark experts, we have in-house design attorneys to protect the aesthetics of products, a legal team to manage contentious and commercial issues, and a highly regarded patents team covering all technical areas. Together, we provide a fully integrated IP service.

Prepare for the future

The legal landscape is evolving rapidly. Traditional trade mark law is territorial, but the metaverse is global. We will help you navigate jurisdiction, platform rules and enforcement challenges so your rights remain effective where your customers are.

Key considerations include:

• Jurisdiction and enforcement:  the metaverse spans borders; your strategy should too, combining filings, watch services and platform remedies.
  
  
• Virtual products and NFTs:  mirrored goods and digital twins raise questions of specification and use; we plan for both physical and virtual routes to market.
  
  
• User-generated content: avatars, virtual shops and digital goods often use third-party marks without permission; we provide policies, playbooks and escalation processes.
  
  
• Classification guidance : the UKIPO and EUIPO treat downloadable virtual goods (e.g. virtual clothing) as digital content in Class 9, while services provided via the metaverse generally remain in their usual classes (e.g. education in Class 41).