Trademark Monitoring in Web3: How to Anticipate Abusive Uses on the Blockchain and in the Metaverse?

Web3, combining blockchain, the metaverse, and decentralized technologies, is profoundly reshaping digital uses and opening new perspectives for brands. However, these new, still lightly regulated virtual spaces are also becoming fertile ground for abuse and counterfeiting. In this context, trademark protection and monitoring strategies must evolve to meet these emerging challenges.

At IPzen, we support rights holders in adapting their trademark portfolio management strategies to the challenges of Web3. Thanks to our innovative solutions, we enable the anticipation, detection, and effective management of abusive uses that could harm your intellectual property rights in these new environments.

The New Playing Fields of Web3: Metaverse and Blockchain, High-Risk Spaces for Brands

The rise of Web3 offers unprecedented opportunities for businesses, particularly with the emergence of metaverses—immersive virtual worlds—and the democratization of blockchain technology that enables secure, transparent transactions.

However, these new digital spaces also bring significant legal challenges. In the metaverse, brands are seeing their image exploited without authorization on virtual goods (clothing, accessories, digital buildings). On the blockchain, brand names are registered as decentralized domain names or associated with fraudulent NFTs (non-fungible tokens). These practices endanger the company’s image, blur customer relationships, and damage the reputation of rights holders.

Decentralization also makes it more difficult to identify offenders and remove illegal content, making a proactive monitoring approach essential.

The Risks of Abusive Uses and Counterfeiting in Web3

Several types of risks are emerging in Web3:

• Unauthorized use of trademarks on NFTs: third parties create and market NFTs featuring logos, visuals, or registered slogans without permission.
• Decentralized domain names identical or similar to trademarks: using extensions like .eth or .crypto, some registrations create confusion or aim to extort rights holders (cybersquatting).
• Uncontrolled presence in the metaverse: virtual spaces using a brand without authorization can mislead consumers and harm notoriety.
• Misuse on decentralized platforms: forums, games, and decentralized marketplaces where reporting and removal processes are more complex than on traditional platforms.

In light of these threats, active and specialized monitoring becomes essential.

Adapting Your Monitoring Strategy for Web3: Keys to a Proactive Approach

IPzen offers monitoring solutions tailored to these complex environments. To prevent infringements and secure your brand in Web3, several tools and strategies must be combined:

Implement Monitoring of Decentralized Domain Names

IPzen assists you in setting up monitoring on blockchains and alternative registries. Our domain name monitoring module can be configured to detect suspicious or fraudulent registrations of your brand on emerging extensions (.eth, .crypto, .nft, etc.). This allows you to act quickly to recover or block these registrations before they are exploited harmfully.

Monitor NFT Marketplaces and Metaverse Platforms

Through our digital surveillance tools, we analyze the main NFT creation and exchange platforms (OpenSea, Rarible, etc.) as well as metaverse environments (Decentraland, Sandbox, Roblox, etc.). We identify unauthorized uses of your distinctive signs to initiate takedown actions or complaints.

Automate Alerts and Centralize Incident Management

The IPzen platform centralizes all monitoring alerts in real time. Our clients benefit from an intuitive dashboard that allows them to easily manage actions to be taken (cease and desist letters, negotiations, UDRP/UDRP-like procedures for decentralized domain names, specific procedures on NFT or metaverse platforms).

This centralization improves reactivity and limits the consequences on your brand image.

Anticipating Future Uses: Integrating Web3 Monitoring into Your Global IP Strategy

Beyond detecting abusive uses, IPzen recommends integrating Web3 into your overall trademark portfolio management strategy today. This includes:

• Registering your brand in emerging environments: reserving decentralized domain names corresponding to your brand.
• Creating official assets (NFTs, metaverse spaces): to control your image and occupy the field.
• Training your legal and marketing teams on Web3 issues: IPzen offers awareness modules to integrate these new dimensions into your internal processes.
• Collaborating with experts in Web3 and trademark protection: our teams are trained in the specifics of blockchain and metaverse environments and can guide you in developing an adapted and evolving strategy.

IPzen, Your Ally for Securing Your Brand in Decentralized Environments

At IPzen, we understand that brand protection can no longer be limited to traditional channels. Our trademark portfolio management software is continuously enriched to address Web3 challenges, combining ease of use, proactive monitoring, and centralized action management.

Our mission: to enable you to secure your assets in virtual environments and sustainably protect your reputation and investments.

With IPzen, anticipate abusive uses, maintain control over your brands, and enter the Web3 era with confidence.