Metaverse as such is far from reality. As Carme Artigas, Secretary of State for Artificial Intelligence, says, “It’s just a name, an expectation, a marketing operation that doesn’t exist technologically, but it can already be considered a trend.” On the other hand, as an advertisement, it is something that hits hard for large companies that want to secure their place in this virtual space if it consolidates. And that no one copies them without payment.
When users reach the metaversion, McDonald’s hamburgers will already be there. and McCafes. Its parent company registered it and 9 other brands it owns to “sell virtual food and drink and serve as a meeting point among other functions.” Get an account The presentation of the Spanish Patent and Trademark Office and the Trademark Protection Association took place on Thursday.
McDonald’s is not alone in this race. As envisioned by digital industry magnates like Mark Zuckerberg, the Metaverse will be an evolution of today’s Internet based on virtual reality technologies. A network of connected digital worlds that will offer users immersive experiences that travel through their avatars. A golden opportunity for brands that can sell themselves on their most radical concept: to pay for digital images of their products without providing anything in return for the cost of production.
Those who were quickest to see the opportunity were clothing firms. If there are avatars in Metaverse, they believe that many people will pay to dress them in designer clothes. In addition to apparel, Nike filed filings for trading cards, training software and other digital content. Ralph Lauren, DKNY, Abercrombie or Victoria’s Secret have done the same with their brands and also with their stores to create their exact replicas. L’Oreal Group has up to 17 registration requirements.
The US Patent and Trademark Office gives companies ample opportunity to register parcels of the unborn metaverse and then push it into physical reality. For example, Disney “invented a simulator of virtual worlds for use in the real world, through augmented reality, and said it intends to create a theme park in Metaverse”, includes a report from the Spanish office that analyzes the benefits and risks posed by artificial intelligence technologies for the protection of industrial property.
Many of the Metaverse trademark applications made by these multinationals are based on NFTs. This technology allows you to confirm the ownership of a digital device by registering it in blockchain networks. This is a development that is deeply connected to the development of the metaverse and its commercial interests, as it allows for the transformation into a scarce digital commodity that could otherwise be replicated ad infinitum.
“We are seeing an increase in demand for unique and exclusive collections, consumers want to differentiate themselves from the rest and want special products,” said Coral Navarro, an analyst at ClarkeModet, the world’s largest industrial and intellectual property group. Presentation of research to Spanish and Portuguese speaking countries, giving the example of Coca-Cola.
“Coca-Cola launched a campaign for a drink called ‘Byte’ this year. With Byte, what they wanted to say is that the first flavored product was created in the virtual world and purchased through NFT,” explained Navarro. It was “pixel flavored” and had a limited release in the real world. “This was coupled with a huge marketing campaign that allowed Coca-Cola products to be sold separately in the real world,” he said.
Brands fill an apparent regulatory void around the metaverse that does not yet exist with the laws of the physical world. In particular, they are based on the Nice International Classification (1957). “They intend to gain protection for commercial transactions that take place in this new virtual space and provide ownership of new services that did not exist before,” the report said.
What these records try to avoid is what happened to Hermes, which was involved in one of the first lawsuits for intellectual property infringement related to this new technology. He sued digital artist Mason Rothschild for marketing an NFT that looked too similar to one of his bags. Among his claims, he demands that the Rothschild NFT be destroyed, which is impossible because its registration is forever recorded on the Ethereum blockchain network as long as it is active.
The Hermès case “opens the debate about whether companies need to register new trademarks specifically for virtual goods, or whether it is sufficient to apply to the real-world objects on which they are based,” the patent office study points out. “Certain legal loopholes are beginning to be addressed by incorporating this technology into society,” they admit.
In any case, the tone of the report on the impact of artificial intelligence on intellectual property is positive. Institutions believe that the potential of this technology to sift through large amounts of information to find possible violations offsets the potential problems that may arise before regulation is consolidated.
The Metaverse, a term popularized when Mark Zuckerberg changed the name of Facebook’s parent company to “Meta” to denote his commitment to the technology, is still nothing more than a developing concept. Next October, Meta will unveil its achievements in this field and a new generation of virtual reality glasses, detailing how close or far it is to launching a commercial service that comes close to its idea of Metaversion. .
Source: El Diario