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EUROPEAN PATENT AND TRADEMARK ATTORNEYS

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It is time to act for a future winner beyond the coronavirus. To quote Einstein, "in the middle of difficulty lies opportunity." Intellectual property offers us mechanisms for it!

The state of alarm and subsequent lockdown have led millions of consumers to create and reinforce new behaviors and online shopping habits for groceries, clothing and entertainment that are here to stay. The consulting firm Nielsen figures the increase in online sales of consumer goods at 55% in the first week of confinement, a trend that increased to 73.7% in the second.

Trademarks must adapt to this new situation by adjusting their protection to online retail services, included in class 35, as well as mobile Apps, in class 9, through which a large part of the orders are placed. On the other hand, main trademarks on websites must be protected independently and in categories other than the products and services offered therein.

It is also advisable to review and protect domain names that acquire a renewed identity as the image of our businesses. In case of unavailability of your domain, there are mechanisms to negotiate its transfer and, in cases of bad faith, go to arbitration for its recuperation.

In contrast, the boom in online communications has increased online fraud, counterfeiting and trademark infringement on the Internet. It is crucial, in this regard, the establishment of surveillance systems for brands and domains on the Internet that detect cases of abuses and infringements that seriously damage the image of a brand.

Amazon has established a trademark registration service that allows products promotion, as well as a series of guarantees for their client’s protection. For this, it is required to have the registered word mark and that said registration coincides with the mark printed on the products.

UPDATING THE PROTECTION AND ACTIVATING TRADEMARK AND DOMAIN SURVEILLANCE MECHANISMS ON THE INTERNET ARE CRUCIAL ASPECTS OF AN ADEQUATE ONLINE COMMERCE STRATEGY

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