The world of trademarks doesn’t stand still. Every year, countries update their rules, adapt to new technologies, and shift how they protect brand rights. In 2024, these changes are happening faster—and affecting more businesses—than ever before.
From new filing systems and shortened timelines to AI-driven examinations and stricter enforcement rules, the global landscape is evolving. And if your company operates in more than one country—or plans to—it’s essential to understand how these updates could shape your brand strategy.
But reading legal updates from multiple jurisdictions can be overwhelming. That’s why we’ve done the heavy lifting. This article walks you through the key trademark law changes across major economies and emerging markets in 2024, explaining what they mean and how your business can respond.
Whether you’re launching a new product, expanding into new regions, or just trying to keep your existing trademarks secure, knowing the latest developments will help you make smarter, faster decisions this year.
Updates in the United States: A Push for Efficiency and Accountability
In 2024, the United States Patent and Trademark Office (USPTO) is rolling out policy changes that aim to speed up filings, reduce backlog, and enforce more accurate trademark use.
One of the most noticeable changes is the further tightening of specimen requirements. Now, when businesses apply for a trademark based on use in commerce, they must show even more specific examples of how the mark is used with the exact goods or services listed.
Before, a general label or screenshot might have been enough. But in 2024, the USPTO expects applicants to submit clearer, more detailed proof—especially if the product is sold through digital platforms or app stores. This change was made to discourage overbroad filings and eliminate unused marks clogging the registry.
The USPTO has also improved its online portal, making it easier for applicants to monitor deadlines, respond to office actions, and manage renewals. While the interface has been simplified, the expectations for compliance have risen.
Missing a deadline, even by a day, can now lead to loss of rights in more cases than before. Extensions are possible, but fewer are granted without a strong reason. This forces businesses to stay more organized and track their trademark portfolios with tighter discipline.
On the AI front, the USPTO continues testing internal tools that assist examiners in reviewing applications. These tools aren’t public-facing yet, but they are influencing how quickly decisions are made and how prior marks are compared.
Applicants should expect quicker responses—sometimes within just a few months—but with sharper scrutiny. Automation is helping examiners flag potential conflicts faster, which can lead to more initial refusals or requests for clarification.
Finally, 2024 marks a shift in how the USPTO handles foreign-domiciled applicants. Businesses outside the U.S. must now use U.S.-licensed attorneys for all trademark filings and post-filing communications. This rule isn’t new, but enforcement is becoming stricter, with random audits checking for compliance.
For global companies entering the U.S. market, this makes it even more important to work with local counsel who understands both U.S. procedures and international trademark strategy.
Changes Across the European Union: Digital Modernization and Clarity in Enforcement
The European Union Intellectual Property Office (EUIPO) has also launched several updates in 2024, primarily aimed at making trademark protection more accessible and transparent across all 27 member states.
First, the EUIPO has introduced a new AI-powered classification tool that helps users select proper descriptions for goods and services. While similar tools existed in earlier years, this version integrates machine learning to suggest more accurate and widely accepted terms.
This benefits applicants who may not be fluent in legal terminology or who are filing across different languages within the EU. But while the system offers suggestions, examiners still review the applications manually. Broad, vague descriptions are now more likely to be flagged and returned for revision.
One notable development is the improvement in opposition and cancellation procedures. The EUIPO has streamlined the evidence submission process, allowing for better digital uploading and management of large case files. As a result, oppositions can now proceed faster and with fewer administrative delays.
This is crucial for businesses actively defending their marks. Before, disputes could stretch out for over a year due to paperwork bottlenecks. In 2024, cases are being scheduled and heard within tighter timelines, with updated communication tools between parties.
Additionally, there has been a rise in cross-border enforcement cooperation. EU member states are working more closely with each other to stop counterfeits at customs and enforce judgments related to trademark infringement.
While national courts still handle enforcement, regional coordination is improving, particularly in industries like fashion, electronics, and pharmaceuticals. The EU is now encouraging trademark owners to use centralized monitoring tools to detect infringing uses across multiple countries at once.
Another critical update involves digital goods and virtual services. The EUIPO has officially adopted classification guidelines that recognize terms related to virtual goods, NFTs, and metaverse platforms. Applicants must now describe these services with greater precision.
If a company wants to protect its brand inside a virtual game, for example, it must specify the nature of the service and its function—general terms like “online services” or “software” may no longer be sufficient.
This change reflects the EU’s growing recognition of digital ecosystems. It ensures that trademark law keeps up with innovation but also demands more from applicants who want coverage in emerging spaces.
China in 2024: Tackling Bad-Faith Filings and Streamlining Subclass Protection
China has long been known for its crowded trademark registry. With millions of applications filed every year, many of them speculative or in bad faith, the Chinese trademark system has faced growing pressure to clean up its processes.
In 2024, the China National Intellectual Property Administration (CNIPA) has introduced several reforms that aim to reduce abuse and increase clarity for brand owners.
One of the most significant updates is a stricter review process to identify bad-faith filings. Trademark examiners now have more discretion to reject applications that appear to be submitted with no intent to use or that closely mimic well-known international brands.
In practice, this means examiners will look beyond formal requirements and assess whether an applicant has a history of squatting behavior or whether their filing matches a trend of registering famous marks in unrelated classes.
There’s also been a shift in subclass structure. While China still uses strict subclass divisions within each Nice class, CNIPA now allows broader interpretation when trademarks are clearly related. For example, if a company registers a mark in the subclass for athletic shoes, and someone tries to register a similar name in a closely related subclass like hiking boots, examiners may now treat those as overlapping.
This is a step toward reducing the loopholes that allowed infringers to slip into unclaimed subclasses with similar brands.
At the same time, China is improving the digital infrastructure behind trademark applications. The official filing portal now includes AI-supported search tools to help applicants identify existing marks that may conflict with theirs. While these tools are still in early stages, they’re being refined to handle Chinese characters, pinyin spellings, and visual similarities more accurately.
International applicants should also note that CNIPA has tightened its enforcement of use requirements. Although China is a first-to-file country, trademarks that haven’t been used for three years can now be challenged more easily. The burden of proof is shifting more clearly to the trademark owner, who must show consistent commercial activity under the registered mark.
For foreign companies, this raises the importance of documenting use—even in early stages of market entry. Keeping dated screenshots, invoices, and advertising materials can make a big difference if a challenge arises.
Japan’s 2024 Trademark Law Revisions: Clarity, Simplicity, and Innovation
Japan continues to take a measured and structured approach to trademark regulation. In 2024, the Japan Patent Office (JPO) has focused on improving clarity in classification and strengthening protection for non-traditional trademarks.
One of the most practical changes is the expansion of acceptable terms in the classification database. Japan has long required precise wording when describing goods and services. Many international applicants, especially those filing through the Madrid Protocol, have had to amend their applications to match the JPO’s strict standards.
This year, however, the JPO has released an updated list of pre-approved terms that better aligns with international norms. That doesn’t mean vague descriptions are welcome—but now, businesses have a wider range of accepted phrases to choose from, which speeds up approvals.
At the same time, the JPO has upgraded its electronic filing platform. Now, foreign applicants can file directly in English and use automated translation tools embedded within the system. While final decisions are still based on the Japanese version of the application, this dual-language option makes the process much more user-friendly.
Another change involves the recognition of sound marks, motion marks, and holograms. Japan has allowed non-traditional trademarks for several years, but in 2024, the system has become more transparent.
There are clearer standards on what constitutes distinctiveness in a sound or motion mark, and the JPO has published examples of both accepted and rejected cases to help guide applicants.
This makes Japan a more attractive jurisdiction for companies in gaming, entertainment, and tech—industries where branding often involves more than just logos or words.
Finally, Japan has improved post-registration enforcement options. While court enforcement remains relatively slow and formal, new administrative tools allow trademark owners to challenge infringing uses through online channels more efficiently.
In particular, businesses can now submit complaints through a simplified process when counterfeit products appear on e-commerce platforms based in Japan. These tools help bridge the gap between traditional IP enforcement and digital marketplace realities.
India in 2024: Faster Processing and Push Toward Digital Consistency
India’s trademark office has long faced a reputation for delays and backlogs. But in 2024, significant progress has been made to speed up the examination process and modernize how trademarks are handled from application to registration.
The Indian Trademark Registry now offers a more structured electronic filing system, with real-time status tracking and automated alerts. This reduces applicant uncertainty about when responses are due or where a file is in the queue.
One of the biggest changes is an improved examination timeline. In most straightforward cases, the registry is now issuing first examination reports within six months—down from more than a year in previous cycles. This is a result of better case assignment algorithms and increased examiner training.
At the same time, India has strengthened its stance on distinctiveness. Generic or weak trademarks that might have previously passed without much pushback are now more likely to face objections. Applicants must now demonstrate that their mark either stands out on its own or has acquired secondary meaning through use.
This makes early-stage strategy more important than ever. Choosing a distinctive name and preparing basic evidence of use—even if it’s not required at filing—can prevent delays when objections arise.
Another key update involves the reworking of opposition procedures. While the core framework hasn’t changed, deadlines are now being enforced more strictly, and hearings are increasingly held via video conference. This benefits foreign applicants who no longer need to send counsel to local offices for basic proceedings.
Finally, India is focusing more on aligning with international classification standards. While it still uses the Nice Classification, its interpretation is now being updated to match global norms. For example, terms related to digital services, NFTs, and virtual goods are now more clearly defined—making it easier to protect tech brands in the country.
Brazil in 2024: New Momentum from Madrid Protocol Adoption
Brazil’s accession to the Madrid Protocol in recent years marked a major shift in how the country interacts with international trademark systems. In 2024, that shift is being refined and expanded.
One of the most notable developments is the full integration of international applications into Brazil’s national system. Previously, Madrid filings faced long delays and confusion over how local examiners would treat descriptions written for broader audiences. Now, Brazil’s examiners have clearer guidance, and decisions are being made faster—often within 10 to 12 months of filing.
The Brazilian IP office (INPI) has also embraced greater digital tools. Its search platform is now more accessible, with expanded filters that allow users to check for potential conflicts before filing. The portal supports machine-assisted classification suggestions, helping users align with approved terminology.
Another change is Brazil’s growing recognition of unconventional trademarks. In 2024, the INPI has started to formally accept sound and motion marks, as well as three-dimensional trademarks—provided they meet the threshold for distinctiveness.
This opens the door for companies in sectors like automotive, beverage, and entertainment to protect unique brand assets that go beyond traditional logos or names.
Brazil is also becoming more aggressive about combatting trademark squatting. A new administrative framework gives authorities more power to cancel marks that are clearly registered in bad faith. This is particularly important for foreign companies entering Brazil, where squatting was once a serious concern.
To support this shift, the INPI has introduced fast-track examination for applicants who can prove imminent market entry—such as a product launch, import approval, or licensing deal. If you can show that your brand is about to hit shelves, you may get reviewed faster.
UAE in 2024: Trademark Law Rewritten for the Digital Economy
The United Arab Emirates continues to position itself as a major hub for trade, investment, and innovation in the Middle East. In 2024, the UAE’s Ministry of Economy has introduced a major rewrite of its trademark law—one that responds directly to the needs of global brands and tech companies.
Among the most important changes is a broader definition of what can be registered. The UAE now accepts sound marks, scent marks, and holographic marks, provided they meet registration standards. This aligns the country with leading IP jurisdictions and makes it easier for multinationals to create consistent portfolios across regions.
The UAE has also clarified its rules around virtual goods and metaverse services. For the first time, applicants can file trademarks that protect their brands in digital environments—even if those services don’t have a physical component. This is a major shift for tech and fashion brands experimenting with virtual stores or immersive platforms.
Enforcement has also become more accessible. The UAE’s courts have introduced faster timelines for infringement cases, and several free zones now offer specialized IP tribunals. Businesses operating out of the Dubai International Financial Centre (DIFC), for instance, can use a streamlined process for trademark disputes.
Another important change is the adoption of official English-language filings alongside Arabic. While Arabic remains the legal standard, applicants can now submit documents and receive updates in English—reducing delays caused by translation errors and helping foreign companies manage filings directly.
The new trademark law also introduces a formal opposition system, which didn’t exist in earlier versions. Now, once a mark is published, third parties have 30 days to challenge the application before it proceeds to registration. This brings the UAE’s system more in line with international practices and offers brand owners a clearer path to protecting their interests.
What These Global Shifts Mean for Your Brand Strategy
As these legal systems evolve, they are pushing businesses to rethink how they approach trademark protection. What worked five years ago—broad filings, slow monitoring, region-specific approaches—may no longer be enough.
Every major market is now demanding more precision, faster filings, and stronger evidence of use. You can no longer afford to file and forget. Instead, your trademark plan has to become a living part of your overall brand management.
One key takeaway from 2024 is that countries are aligning more closely with digital standards. Whether it’s clearer rules on virtual goods in the EU, or faster online portals in India and Brazil, the trend is clear: regulators are adapting to how commerce works today.
If your business operates online, in apps, or through digital services, you need to ensure your filings reflect that. General terms like “software” or “online services” may no longer provide adequate coverage. Instead, you’ll want to name the exact digital function, platform, or interaction your brand supports.
This also applies to businesses experimenting with Web3, gaming, or immersive experiences. New rules in the UAE, Japan, and the EU all support trademark protection in the digital economy—but only if your applications are clear, detailed, and up-to-date.
Filing Faster, Smarter, and More Regionally-Aware
Speed is another major theme of 2024. Governments are investing in automation, cutting down wait times, and enforcing shorter deadlines. That’s good news in theory—but only if your internal systems can keep up.
Delays are no longer tolerated in the way they once were. Offices like the USPTO and EUIPO are rejecting vague filings more quickly, and enforcing use requirements more strictly. You need to stay ahead of examination timelines, opposition windows, and renewal dates.
That means aligning your trademark activities more closely with product launches and market expansion. Don’t wait until after your launch to protect your name. File as early as possible, especially in first-to-file jurisdictions like China and the UAE where waiting even a few weeks can lead to costly conflicts.
For growing businesses, this might require new workflows. You may need better internal coordination between marketing, legal, and leadership teams. Every new product or regional launch should trigger a trademark review: Is the name covered? Is the description accurate? Do we need to file a new class or subclass?
Using Technology and AI—But Not Blindly
Many of the same tools that are changing how trademark offices work are also available to businesses. AI-powered platforms can now help you run clearance searches, write descriptions, and track global filings in real time.
Used correctly, these tools can save time and reduce errors. They’re especially helpful for smaller businesses that can’t afford large legal teams but still want to protect their brand effectively.
But no matter how powerful the tool is, it doesn’t replace legal judgment. Automated suggestions still need to be reviewed. Filing strategies should still reflect business goals. And potential risks—like overlapping rights, foreign objections, or future expansion plans—still require human insight.
In short, treat AI as an assistant, not an expert.
Monitoring and Enforcement Must Become Ongoing
Post-registration protection is becoming more important. Many countries—including China, India, and EU member states—now have stronger rules for canceling marks that are unused, misleading, or too similar to newer, legitimate filings.
That means it’s no longer enough just to register a mark—you also need to use it, track it, and be ready to defend it.
This starts with simple steps like monitoring for similar filings in key markets. Many national offices now offer online search portals or watch services, and third-party tools can automate alerts when new applications overlap with your brand.
If a competitor files a confusingly similar mark, early action is critical. Opposition windows are short, and post-registration challenges are harder to win. Companies that monitor the market regularly—rather than reactively—are far better positioned to preserve their rights.
This also means maintaining proof of use. Keep screenshots of your website, sales data, packaging, and marketing materials tied to each trademark you own. In many regions, that’s the evidence you’ll need if someone tries to cancel your mark for non-use.
Building a Trademark Strategy for What Comes Next
Trademark protection is no longer just about compliance—it’s a competitive advantage. In 2024, the businesses that win are the ones that treat IP as part of their long-term plan, not just a legal afterthought.
That means working globally but filing locally. Each jurisdiction has its own rules, and your strategy should reflect those differences. A single application under the Madrid Protocol can save time, but only if it’s tailored correctly for each region’s requirements.
It also means updating your strategy as your brand grows. If your business moves into new products, markets, or platforms, your trademarks must follow. Otherwise, you’re leaving parts of your business exposed to legal risk—or worse, letting someone else register your name in a new category before you do.
Most of all, it means being proactive. Trademark law is shifting fast, and staying informed is no longer optional. Read updates. Review your filings. Talk to your advisors. And act early, not late.
With so many changes happening across the globe, your brand’s legal foundation will only be as strong as the system you build to protect it.
