Challenges Of Trademark Protection In A Digital Era Dominated By Social Media And Influencer Marketing

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Amama Waseem, BBA LLB (Hons.), University of Mumbai Law Academy

ABSTRACT

The research being investigated examines the evolving issues of trademark protection in the digital age, where social media and influencer marketing dominate consumer engagement. Traditional legal frameworks, such as the Lanham Act and the EU Trademark Regulation, are struggling to manage new concerns like as unauthorised use, dilution via influencer affiliations, and confusion caused by hashtags, keyword advertising, and geotagging. The study demonstrates how the global character of internet platforms complicates enforcement and undermines jurisdictional coherence. It also looks at technological and contractual methods, such as AI-powered monitoring, blockchain authentication, influencer agreements, and disclosure compliance, as proactive trademark protection measures. Looking ahead, the rise of virtual influencers and AI-generated content offers new challenges to authenticity and brand value. The study concludes that effective trademark protection in the digital era necessitates a hybrid strategy that combines legal change, technological innovation, and collaborative governance to assure the ongoing preservation of brand identity and customer trust.

CHALLENGES OF TRADEMARK PROTECTION IN A DIGITAL ERA DOMINATED BY SOCIAL MEDIA AND INFLUENC.

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