Brazilian PTO will accept trademark applications including advertising elements
In a recent meeting with trademark system users, the Brazilian Patent and Trademark Office (BRPTO) announced a significant change: it will soon accept trademark applications that include advertising elements, such as slogans. This shift is based on a new interpretation of item VII in Article 124 of the Intellectual Property Law (LPI, Law 9.279/1996). The updated Trademark Manual is set to be published on November 27, marking an important initiative towards allowing trademark registrations with slogans in Brazil.
According to Mr. Cantanhede, Director of Trademarks at the BRPTO, this is only the first step in providing trademark protection for slogans. A user satisfaction survey is planned for 2025, followed by an interim evaluation in 2026 and a final review of the policy’s impact in 2028.
This amendment marks an exciting milestone for trademark holders and advertisers in Brazil, creating new possibilities for the legal protection of trademarks. The inclusion of slogans in trademark applications not only aligns Brazil with global practices, but also strengthens the country’s trademark ecosystem, indicating that the BRPTO is adapting to the dynamic needs of today’s market.
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