Metaverse: Legal challenges in the context of trademarks

Abstract

The metaverse presents itself as an interactive, real-time virtual space that goes far beyond games and immersive experiences in the digital world. Sectors such as industry, economics, education, communication, and technology are being revolutionized due to the prospects for new business models, providing career opportunities within the digital world.

In this context, this article will reflect on the meaning of metaverse. Considering the sustainability of virtual economies parallel to real economies, it will also be interesting to address the concept of brand and its registration process.

As the metaverse is seen as a large "niche" of innovation for brands already existing in the physical market, allowing them to transition to the digital world while continuing to reach their target audience in a completely innovative way, it is essential to consider the challenges regarding data privacy and security and to examine how brands can be protected in a virtual environment.