Skyline photo of Manhattan, NY
Cyclists ride along the pedestrian path of the Brooklyn Bridge in New York City on a clear day. The bridge’s iconic stone towers and suspension cables frame the scene, while the Manhattan Bridge and East River are visible to the left. City buildings rise in the background, and several pedestrians walk in the distance.
everyday people crossing at intersection in NYC
Street scene in New York City’s Little Italy, with a man on a bicycle in the foreground riding through an intersection. Pedestrians cross the street near outdoor tables at Caffe Napoli, which is decorated with holiday lights and greenery. Nearby, the restaurant Puglia and a row of historic buildings with fire escapes line the background under a pale sky.
NY Skyline at dusk
May 12, 2022

Legal News

POP LEGAL
May 12, 2022

The Rise of the Metaverse and Marketing

So what is the Metaverse?  The Metaverse is here and expanding rapidly just like the real universe.  It can be defined as a simulated digital environment based on augmented reality and virtual reality with the intention to create spaces for user interaction mimicking the real world.  Technology companies are betting big on it, including Facebook which recently renamed itself to “Meta”.  

Of course, just like the real world, the long-term intent is for people to spend money in the Metaverse and hence there has been a rush of investments on different platforms.  From virtual land sales to bill-boards carrying brand-names, there is no shortage of investments in the Metaverse to gain a competitive advantage.

Being that the Metaverse is still amorphous, legal rights surrounding brands in the Metaverse also remain on shaky ground.  For example, late last year two trademark applications were filed in the US by third-parties to use the Gucci and Prada logos in a range of metaverse-related arenas, including “downloadable virtual goods”, virtual worlds and virtual clothing used in virtual spaces.  While both Companies are taking steps to protect the integrity of their brands, those that intend on advertising in the Metaverse or even in the real world, should understand how their intellectual property will be impacted.

If you are a business owner that has a brand either in the real world or the Metaverse, reach out to the attorneys at Outside Legal Counsel LLP to understand whether your brand is protected and what steps you may need to take if not.

   

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