This research examines the evolving challenges associated with trademark protection in the digital age, particularly in the context of the growing influence of social media and influencer- driven marketing on consumer engagement. Traditional legal frameworks, including the Lanham Act and the EU Trademark Regulation, are increasingly strained in addressing contemporary issues such as unauthorized trademark use, dilution arising from influencer associations, and consumer confusion generated through mechanisms like hashtags, keyword advertising, and geotagging. The study further explores how the inherently global nature of digital platforms complicates enforcement mechanisms and weakens jurisdictional clarity. Considering these challenges, it evaluates a range of proactive measures, including the deployment of AI-driven monitoring systems, the use of blockchain technology for authentication, the structuring of comprehensive influencer agreements, and the enforcement of disclosure obligations. Looking to the future, the emergence of virtual influencers and AI- generated content presents additional concerns relating to authenticity, accountability, and the preservation of brand value. The research ultimately argues that effective trademark protection in the digital era requires a hybrid approach—one that integrates legal reform, technological innovation, and collaborative governance—to ensure the continued protection of brand identity and the maintenance of consumer trust.
Bhoomi Luthra (Tue,) studied this question.