The new regulatory framework, in effect since February 15, 2025, modernized the protection system and established an unavoidable obligation: by February 15, 2027, holders of certain distinctive signs must renew and prove use of their marks to retain their validity.
For many companies, this deadline represents not merely a formal renewal, but a strategic review of the health, validity, and real usefulness of their intellectual property portfolios. At Ignite Business Law, we see this challenge as an opportunity to organize intangible assets, reduce risks, and prepare companies to compete in international markets.
The Intellectual Property Law establishes February 15, 2027, as the critical date for renewing and maintaining trade names, commercial advertising expressions or signs, and emblems registered under the prior regime. These signs, which could previously retain indefinite protection, must now conform to a ten-year renewable protection term.
This change responds to the need to clean up registrations that have fallen into disuse and that may block the admission or registration of new signs by third parties. Therefore, updating the portfolio should not be seen merely as a legal obligation, but as a due diligence exercise that makes it possible to identify active assets, discard obsolete registrations, and define new market protection strategies.
Assuming that an old registration automatically remains valid can expose companies to unnecessary risks. The new regulation requires demonstrating effective use of the applicable signs to renew their protection and preserve the associated rights.
What counts as valid proof of use? To support the renewal, it is advisable to prepare evidence such as invoices, commercial contracts, advertising materials, and photographs of physical or digital advertising that demonstrate the actual use of the sign in the market.
Acting ahead of time will allow companies to avoid loss of rights, prevent contingencies, and strengthen the commercial value of their intangible assets. In light of this new scenario, reviewing the intellectual property portfolio should not be postponed: it is a strategic decision to protect what has been built and to project the brand toward new growth opportunities.
At Ignite Business Law, we support companies throughout this process with a legal, strategic, and business-oriented vision. Contact us to evaluate your intellectual property portfolio and prepare it in a timely manner for the requirements of 2027.
