Global trends are reshaping trademark laws worldwide, including in the Philippines. As businesses expand across borders and digital platforms dominate commerce, the need to align Philippine trademark laws with global trends becomes increasingly critical.
This article explores the key global trends shaping Philippine trademark law and highlights how businesses can leverage these developments to gain a competitive edge in today’s dynamic market.
The Importance of Adapting to Global Trends
In recent years, policy-making has experienced a resurgence globally. This shift has been primarily driven by governments addressing emerging global challenges like climate change and supply chain disruptions. In the field of intellectual property law, global trends are taking center stage. For this reason, adapting to the changes these trends carry is crucial.
In its 2024 report, the World Intellectual Property Organization (WIPO) emphasized that “managing innovation capabilities and their relatedness is pivotal for those countries seeking long-term growth and competitiveness in an ever-evolving global economic landscape.”1
Accordingly, it is important to adapt to global trends as key to innovation for long-term success, especially in the digital commercial landscape.
3 Global Trends Affecting the Philippine Trademark Law
Below are the 3 global trends with an impact on Philippine trademark law:
1. Digitalization and e-commerce
The internet has revolutionized how businesses function and promote their products and services. As most of our business transactions now occur online, safeguarding your brand in the digital realm is more critical than ever. This protection extends beyond your official website to include your presence on social media, e-commerce platforms, and mobile applications.
In Disini v. Secretary of Justice, forces of the technological age operate to narrow the area of [our constitutional rights] and facilitate intrusions into it.2 To ensure that your intellectual property rights are protected, there is a need to understand how digitalization affects how you do business. You may check out the 3 Ways to Enforce Trademark Registration Rights in the age of digitalization.
2. Artificial Intelligence (AI)
While businesses are coming to terms with the effect of AI, the WIPO highlights that businesses should be aware of the extent of how AI affects trademark laws. The impact of AI extends beyond growing a business, it affects how consumers see a brand, eventually intruding into their purchasing behavior.3 In the coming years, AI will continue to affect how trademark laws are implemented, especially in dealing with emerging AI applications in the business industry.
3. International treaties and harmonization
Globalization has opened access for businesses to extend their operations across international borders. As companies expand globally, the need for robust trademark protection on an international scale grows. Ensuring trademarks are safeguarded worldwide is becoming more crucial, with various strategies available to achieve this.
When you trademark your business, make sure that you are up to international standards. You may check out the Intellectual Property Office of the Philippines’ (IPOPHL) list of acceded treaties to get started.
Conclusion
Global trends significantly influence Philippine trademark law, requiring constant adaptation to protect local businesses and consumers while aligning with international standards. By embracing these changes and leveraging opportunities for business growth, the Philippines can strengthen its IP system and remain competitive in the global market.
Ready to know more about global trends in trademarks? Book a consultation with a trademark attorney. You may also email us at admin@pinollaw.com.
1 World Intellectual Property Report 2024: Making Innovation Policy Work for Development.
2 Disini v. Secretary of Justice, G.R. No. 203335, February 18, 2014
3 Trademark Law Playing Catch-up with Artificial Intelligence?
