Metaverse seems no longer limited to a mere buzzword. Several big brands are splashing the waters by filing trademarks relating to the virtual world universe. From 7th to the 10th of February 2022, leading French personal care firm L’Oréal filed 17 such individual patents. At the moment, the firm is yet to release any public announcements regarding its plans for the digital realm.
As per the World Intellectual Property Organization, the 17 applications include an interactive website for VR games, online games, and other activities. The applications specifically mention a metaverse that allows users to browse, accumulate, trade virtual cosmetics. Besides, cosmetics and non-medicated skin care preparations are expected to be on sale for virtual avatars.
Further, the application would take roughly 3 months to review, starting from the date of filing. Two weeks ago, McDonald announced registering a series of trademarks for a virtual restaurant aiming to deliver food online and in person.
The fast-food giant filed 10 trademark applications to the US Patent and Trademark Office on February 4 covering both McDonald’s and McCafe. According to the firm, the trademarks would help protect the idea of a McDonald’s restaurant that can sell both virtual and real-world food, Josh Gerben, a trademark lawyer, wrote on Twitter.
Intellectual Property Rights In The Metaverse
Even though Metaverse which is touted as the next generation of the Internet has gained immense popularity among the major brands across the world, it also brought forth the intellectual property rights (IPRs) aspect associated with it. According to experts, challenges ranging from patent infringement to identifying and locating infringers can be guarded by engaging in more advanced investigation methods.
In addition to regularly monitoring and searching for potential infringement, virtual investigators [involving people, automated systems, and artificial intelligence] will possibly need to be deployed to assist IP owners in keeping track of their intellectual assets in the metaverse, experts say.
The metaverse is likely to pose new challenges for IP law and IPR holders, but there will also be important opportunities for IP to evolve and become compatible with the metaverse ecosystem. Grasping these evolving opportunities to adapt to the digital realm is key to overcoming the obstacles.