The UKIPO is preparing to modernise how trade marks are filed, searched and examined in the UK, with reforms that should make it easier to protect and clear non-traditional marks such as sounds, multimedia and personality rights.
Recent updates from the UK Intellectual Property Office (UKIPO), set out in its Corporate Plan 2026 to 2027, alongside reported comments from Charlotte Champion, Head of Trade Marks at the UKIPO, at the INTA Annual Meeting in London (reported by MLex), indicate changes to how trade marks are filed, searched, and examined in the UK.
The UKIPO continues to see steady volumes of trade mark applications, placing pressure on examination processes and tribunal services. At the same time, the nature of filings is evolving. In addition to traditional word and figurative marks, there has been an increase in non-traditional filings, including sound marks, multimedia marks, and applications relating to personality or image rights.
This is driven by both commercial considerations, as brand owners look for new ways to differentiate themselves in a crowded market, and growing concern around AI‑generated content replicating image and likeness. Champion noted an uptick in personality-rights applications over the last 18 months, as public figures look to protect their image from commercial exploitation by AI imitations and deepfakes.
In response to this evolving landscape, the UKIPO is progressing its One IPO Transformation Programme, aimed at delivering more integrated digital services across intellectual property rights. While a new One IPO patents service has already been introduced, the next stage will focus on trade mark services, with initial design work planned during 2026 to 2027.
Industry commentary suggests that the UKIPO will begin a discovery phase for updating its trade mark search and filing platform from September 2026. This is likely to involve assessing how the current system can accommodate a broader range of mark types and improve usability for both brand owners and practitioners.
Alongside system changes, the UKIPO’s Corporate Plan has identified the use of artificial intelligence as a priority, particularly in improving efficiency and accessibility. Champion noted that while AI is currently used in a limited way, for example in relation to figurative mark searches, its role is likely to expand, particularly where traditional search methods are less effective.
Reporting from INTA also suggests that examination practice may develop in response to these trends. While the UKIPO has previously accepted certain image-based marks, including straightforward photographic representations, applications relating to personality or likeness may be subject to closer consideration, particularly as to how the mark is perceived by consumers and whether it functions as a trade mark.
Practical considerations
- Non-traditional marks are about to get easier to handle. While sounds, multimedia and similar marks have long been registrable; the reforms are aimed at making them easier to file, manage and, crucially, search. Clearing a sound mark today is far from straightforward, and if the IPO delivers on its aims, clearance should become quicker and more reliable.
- Watch the direction of travel on personality and likeness marks. Filings in this area are rising, driven partly by concern over AI imitations and deepfakes, and the UKIPO has signalled it may scrutinise such applications more closely. Clients whose brand is tied to an individual or likeness should keep an eye on how examination practice develops.
Monitoring these developments will be important to ensure that trade mark strategies remain aligned with evolving UKIPO practice. We are assisting clients in navigating these developments and adapting their trade mark strategies accordingly.
