The emergence of the metaverse as a digital frontier for commerce presents novel challenges and opportunities for businesses. Among these, trademark protection stands out as a critical concern, raising important questions about the implications for brands operating in this expansive virtual space. This article explores the potential trademark issues that may arise in the metaverse, including risks of counterfeiting, unauthorised use of brand assets, jurisdictional complications, and the evolving nature of digital ownership. By analysing industry perspectives and leveraging both primary and secondary research, the article highlights the pressing need for businesses to proactively safeguard their trademarks in this dynamic environment.

The article explores practical measures to address emerging threats, including registering digital trademarks, educating consumers, and monitoring virtual platforms. In doing so, it emphasises the importance of adaptability in trademark management to ensure brand integrity in both physical and virtual domains. By bridging gaps in existing literature, this article aims to equip businesses with the tools and awareness necessary to navigate the metaverse’s legal and commercial intricacies.