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The situation: The metaverse provides new business opportunities for companies to reach consumers and creates new challenges to protect and enforce brands in a virtual environment.

The result: Brand owners should consider pursuing relevant brand protection for potential uses of trademarks in the metaverse to better position brands to leverage and enforce them in this virtual space.

Looking to the future: US courts are still weighing how traditional trademark law principles apply in the metaverse, but early cases suggest courts will apply real-world rules to the virtual world.

The metaverse is a technology infrastructure that allows users to experience online networks in a 3D or virtual reality space. Known as the next generation of the Internet, a…