Recognizable brands have been waging a fierce war against counterfeits for years. No wonder; according to the report of the European Union Intellectual Property Office in 2020, counterfeit goods detained in the European Union alone were worth almost € 2 billion.
It seems that the development of new technologies poses no lesser challenges. Earlier this year, we saw the first high-profile lawsuit for trademark infringement in the metaverse – a response of the luxury fashion house Hermès to the MetaBirkins created by Mason Rothschild, which are an original version of the famous Birkin handbags in the form of NFTs. Does the virtual bag resemble the real one? This and many other questions are now being asked by lawyers and entrepreneurs all over the world.