Brand protection in the metaverse

The metaverse provides businesses with new opportunities to commercialise and promote their brands. As explained in our previous article, “NFTs in the metaverse”, a number of well-known brands are embracing the metaverse as a means of promoting their products, particularly through the use of NFTs. At the same time, this virtual environment will also throw up challenging legal issues and could provide fertile ground for IP infringement.

In this fourth article of our metaverse series, we consider some of the key legal issues and challenges brands may face in relation to trade mark protection.