Mónica Lastiri Santiago – Charles III University of Madrid, Spain

Trademark law

DOI: https://doi.org/10.31410/LIMEN.2022.357


The Metaverse is emerging as a hotbed for brand promotion as well as a platform for creating and using intellectual property rights includ­ing trademarks. The avatars (users) can create digital objects to sell to other users. Lenders and investors are seeking opportunities to capitalize on new Metaverse markets and digital assets as is the named NFT (not-fungible to­ken) that is the unique data coding that can be visually represented by a dig­ital asset, for example, a virtual handbag.

Currently one of the real-world lawsuits involving trademarks and NFTs is the dispute between fashion house Hèrmes vs NFT creator Mason Rothschild. Hermès makes the exclusive line of Birkin handbags and Rothschild started selling NFTs in the form of digital images he named MetaBirkins which are the virtual reproduction of the Hèrmes product. Therefore, the fashion house filed a trademark claim for unauthorized use of their trademark and design.

From the above-mentioned lawsuit raises a set of fascinating issues at the intersec­tion of intellectual property law and digital technology. For instance, the unautho­rized trademark use in Metaverse, but what, in our view, is the most important chal­lenge is: Can you have a trademark right on an NFT? Trademark owners should be aware of the opportunities and challenges to their brand in virtual worlds.

The possibilities for a Metaverse are currently limitless and the investments being made in new Metaverse-related technologies and platforms have grown enormously. Investors and companies are spending purchasing dig­ital land in popular Metaverses to create virtual business spaces where con­sumers are sold goods, services, or entertainment.

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LIMEN Conference

8th International Scientific-Business Conference – LIMEN 2022 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Hybrid (EXE Budapest Center, Budapest, Hungary), December 1, 2022,

LIMEN Conference proceedings published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2022 Conference proceedings: ISBN 978-86-80194-66-0, ISSN 2683-6149, DOI:  https://doi.org/10.31410/LIMEN.2022

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

Suggested citation

Lastiri Santiago, M. (2022). The Legal Challenges of the Metaverse: Business Trademarks. In V. Bevanda (Ed.), International Scientific-Business Conference – LIMEN 2022: Vol 8. Conference proceedings (pp. 357-370). Association of Economists and Managers of the Balkans.  https://doi.org/10.31410/LIMEN.2022.357


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