The Evolution Of Ambush Marketing And Intellectual Property Rights Protection: Legal Challenges In The Digital Age
- IJLLR Journal
- Jan 18
- 1 min read
Isiri Rajaneesh, PES University
ABSTRACT
In this paper, the emergence of ambush marketing in the digital era is discussed. It questions the challenges confronted by the protection of intellectual property rights in India. This study evaluates the existing legal regime for ambush marketing. The article emphasizes the inadequacies of current legislation in curbing digital ambush tactics. This paper explores recent judicial pronouncements and legislative actions, taken in India. It evaluates their efficacy in tackling online infringement challenges. The exercise notes the global spread of digital platforms and implications for enforcement. It scrutinises the influence of international treaties on India’s attitude towards IP protection. Discusses the potential legal implications of emerging technologies such as AI and blockchain.
Suggestions to enhance the law against digital ambush marketing are put forward in the paper. It weighs the tension between protecting IP rights and incentivizing innovation in the digital economy. This paper enhances the knowledge of ambush marketing developments in digital space. It provides valuable perspectives on the future of IP rights protection in India's fast- evolving digital space.
