INTA convenes novel IP rights project team to reimagine IP protection for the modern era 

New Orleans, Louisiana—November 12, 2024—The International Trademark Association (INTA) today announced its next Think Tank, established to explore what novel intellectual property (IP) rights might look like if we were to wipe the slate clean and design new IP rights based on current and near-future global dynamics. 

The initiative comes as emerging technologies like artificial intelligence, blockchain, the metaverse, and NFTs have fundamentally transformed how IP is created, shared, and monetized. Current IP frameworks face unprecedented challenges from the globalization of markets, evolving consumer behavior, and competing legislative priorities in privacy and healthcare. 

A critical challenge is the growing mismatch between IP rights processing times and the pace of technological change and modern product lifecycles. “Existing rights were created a long time ago and under very different circumstances. At the same time, businesses and the business environment are different today,” said INTA CEO Etienne Sanz de Acedo. “The idea of the project team is to imagine what a novel IP right could look like if we start from scratch. This exploration is another way to reflect upon the adaptability of IP systems. Let’s find out!” 

Facilitated by an independent group of experts, which includes INTA members, the Think Tank will explore new frameworks that make intangible assets adaptable to new economic, social, and technological conditions. It will also examine new frameworks that better protect intangible assets, accommodate rapid technological advancement, rising anti-IP sentiment, the increasing popularity of trade secrets, and more.  

“The project seeks to identify fundamental principles that drive IP rights today, like promoting innovation, fostering economic growth, and protecting consumer trust. Subsequently, it will imagine IP rights that align with current and near-future global trends,” noted INTA Chief Policy Officer Heather Steinmeyer.  

INTA will serve as facilitator and project manager, providing the framework and resources for the Expert Group’s work while ensuring their independence in developing recommendations. 

Work will begin later this month, with findings expected to be presented to the INTA Board of Directors in 2025. 

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