New IPOPHL Rules Give Top Brands Stronger Protection in the Philippines

Big-name brands in the Philippines just got a boost in how they're protected. The Intellectual Property Office of the Philippines (IPOPHL) has rolled out a new set of rules aimed at giving well-known trademarks more security and value, both locally and globally.

This move comes with the launch of a special registry for well-known marks, which is seen as a major step forward in supporting not just economic growth but also respect for intellectual property rights. IPOPHL director-general Brigitte M. da Costa-Villaluz described it as more than just a legal framework. She called it a sign of pride, encouraging both Filipino and international businesses to take ownership of their brands and use them to power the economy.

One of the main goals behind this initiative is to fight off counterfeiting and brand misuse. According to da Costa-Villaluz, fake goods don’t just hurt sales, they also mess with fair trade and damage the business environment. The registry offers a more solid line of defense, ensuring that established brands get the respect and protection they’ve earned.

Deputy Director General Nathaniel S. Arevalo added that being listed as a well-known mark brings a ton of benefits. For brands, it means more commercial value, higher consumer trust, and better chances for licensing deals. It also helps prevent others from using similar names or logos that could confuse customers or damage the brand’s reputation.

Under these new rules, a trademark that gets officially recognized as "well-known" by IPOPHL or a court will enjoy ten years of special protection. This can be renewed every ten years, as long as the brand proves it’s still actively used in the market.

Leading the way as the first company to apply under the new system is none other than Jollibee Foods Corporation. With its signature bee mascot and fast-food empire, Jollibee's application highlights the strength of homegrown brands. CEO Ernesto Tanmantiong said the recognition would help the company grow further on the global stage and reinforce its strong brand identity.

Representatives from Jollibee’s legal team praised IPOPHL’s efforts, noting that the new system shows how the Philippines is keeping up with international standards in trademark protection. The hope is that more businesses, especially local ones aiming to go global, will now take advantage of these updated policies to secure their names and logos for the long haul.

With these changes, IPOPHL is clearly pushing for a more brand-conscious and IP-respecting business culture, making it easier for companies to thrive in an increasingly competitive market.

(via IPOPHL)