Comparative analysis of trademark protection in the metaverse and registration of virtual goods and NFTs

This study presents a comparative analysis of trademark protection in the metaverse and the registration of virtual goods and non‐fungible tokens (NFTs) across three distinct legal systems: those of the United States, the United Kingdom, and South Korea. Drawing on recent case law and evolving administrative guidelines, this study examines how traditional trademark doctrines—such as the likelihood‐of‐confusion standard in the U.S. under the Lanham Act, source-identifying function under the UK Trade Marks Act 1994, and proactive legislative reforms implemented by the Korean Intellectual Property Office—are being adapted to address the challenges posed by digital and virtual environments. Specifically, this study analyzes landmark cases such as Hermès International v. Rothschild and Yuga Labs, Inc. v. Ripps , which illustrate the extension of trademark protection to NFTs and other digital assets, as well as the interplay between trademark rights and freedom of expression. It also evaluates recent updates to international classification frameworks—including the 2024 Nice Classification and the Madrid Protocol—and discusses their implications for ensuring uniformity and effective enforcement of trademarks in a borderless digital market. The findings reveal that while each jurisdiction applies its own legal traditions to metaverse trademark disputes, all share a common policy objective: to prevent consumer confusion and safeguard brand integrity in an increasingly digital economy. Ultimately, the study advocates for proactive registration of trademarks as virtual goods and NFTs to streamline enforcement and enhance legal certainty, thereby fostering innovation and facilitating global trade in virtual environments.