New Trade Mark Uses in the Fourth Industrial Revolution: Virtual and Augmented Realities

New Trade Mark Uses in the Fourth Industrial Revolution: Virtual and Augmented Realities
Anke Moerland (Maastricht University)
ISBN:9789403522135
Kluwer Law International

Trade mark use in virtual and augmented reality (VR and AR) has given trade mark proprietors the opportunity to offer both digital and physical products and services in an alternative universe (VR) and in or in relation to our physical surroundings (AR). This contribution discusses the way in which trade mark law needs to be adapted to take these new uses into consideration, also considering the fact that the notion of use in commerce may encompass the way in which third parties engage with trade marks in VR and AR contexts.