Innovation at the EUIPO: spotlight on public outreach and knowledge sharing

In the second part of exclusive insights from the EU Intellectual Property Office (EUIPO), the agency shares more of its innovative services, and what it is developing for the future.

Below, a representative from the EUIPO shares the ongoing work and activities focused on public outreach, including through the registry's work with SMEs, the release of trademark-related research and studies, attending events, its innovative use of social media, and some ambitious plans for the future.

(You can view the first part of this article here and the third part here)

Innovation insights from the EUIPO:

Does the EUIPO host IP legal advice information/workshops for SMEs?

While the EUIPO does not provide IP legal advice, it does work closely with the IP community to match SMEs with IP practitioners based across the entire EU who have volunteered their time for free. Since the platform was launched in mid-2020, over 145 volunteer lawyers have provided their services to over 2,500 SMEs.

Different types of products are accessible to and especially designed for SMEs on the EUIPO’s Leaning Portal, such as live or recorded webinars; an SMEs learning area; and online courses such as IP for business advisers.

The EUIPO’s SME outreach activities fall also under the 'Ideas Powered for Business' brand name and are possible thanks to IP offices and their extensive network at national level. These activities  are mainly carried out online, which is the preferred channel by most SMEs in the EU. In 2022, SMEs from 19 countries participated in online seminars organised by the Office.  The Office also launched a series of online conferences called 'Ideas Powered for Business Talks'. This series aims to be useful, short and to the point, placing IP in a business context and involving business experts from the EUIPO network. It is planned to add new information resources for SMEs, for example about exporting beyond the EU. This goes hand in hand with the African IP SME Helpdesk that the EUIPO is implementing as a pilot, offering first-line advice to SMEs on IP protection and enforcement in African markets. Furthermore, the EUIPO also organised specific workshops for SMEs, including on IP Scan in Latin America, Asia, Georgia and the Caribbean. .

How does the EUIPO further support SMEs in the EU?

In accordance with the European Commission's IP Action Plan, the EUIPO has developed a strategy aimed at bolstering SMEs, based on the following objectives:

1. Improve IP awareness, knowledge, and skills among EU SMEs.
2. Increase the number of EU SMEs protecting their IP rights.
3. Help EU SMEs successfully use IP to strengthen and grow their business, including valorising their intangible assets.
4. Support EU SMEs in enforcing their IP rights.
5. Assist EU SMEs in successfully protecting their IP abroad.

Throughout 2022, over 15,000 SMEs benefited from the SME Fund (approximately €13 million), and since its initiation in 2021, over 50,000 SMEs have accessed the grant. The Commission’s IP Action Plan envisions a European IP Information Centre (EIPIC), a one-stop shop to simplify the IP landscape.  The recent extension of the SME Fund to Ukrainian businesses, now provides Ukrainian businesses with increased access to funding, resources, and support, based on an agreement between the European Commission and the EUIPO.

Deputy executive director Andrea Di Carlo explained in a recently published WTR editorial that “none of these achievements would have been possible without the collaboration and support of so many committed actors.”

Partnerships are indispensable in our work with SMEs, as they help us reach businesses much more widely. The Ideas Powered for Business network was created to build a strong collaborative network capable of reaching out to EU SMEs, while stimulating and reinforcing behavioural changes towards IP, innovation and growth.

We’ve recently signed collaboration agreements with core actors in this field, such as the European early-stake investors network, EBAN and Accountancy Europe, and we’ve joined with the European Digital SME Alliance to offer a webinar on dispute resolution for SMEs. The European Institute of Innovation and Technology (EIT) and the EUIPO are collaborating to enhance SMEs' understanding and protection of IP and a similar agreement with the European Furniture Industries Confederation (EFIC) aims to increase IP protection awareness within the furniture industry.

All these entities are part of the 'Idea Powered' network which includes 20 EU associations and non-profit entities that have a direct relationship with EU SMEs and support their businesses. Members of the network mostly come from the fields of investment funding, trade facilitators, business facilitators, business awareness raising and business education. The EUIPO assists the network members with IP-related matters and raise promotes awareness of IP and EUIPO initiatives within their networks. Thanks to this joint effort, in 2022, over 22,000 SMEs took part in over 250 activities.

In their daily activities, we know that SMEs have very close connections with certain actors in the business support ecosystem, such as accountants, chambers of commerce, and business angels. The Office is therefore running a pilot named “Train the adviser” which aims to give IP basic knowledge to those organisations and professionals that work closely with EU SMEs. We work with SME accountants and member body representatives who can better help SMEs access their IP rights.

Given that businesses have accelerated their digital transformation efforts and EU SMEs are focusing on establishing an e-commerce presence, a pilot project with e-commerce marketplaces was implemented from 2021 to 2022. The EUIPO worked with five major online marketplaces (Amazon, Alibaba, eBay, Etsy, and Allegro) to launch joint projects aimed at educating small businesses about IP. It complements the project of the EUIPO Observatory in the filed of IP Enforcement on online marketplaces.

Based on this experience, a call for expression of interest for e-commerce marketplaces was recently launched to select those interested in collaborating with the EUIPO and join forces to create a safe digital environment, not only to grow their business but also raise awareness about IP rights among EU businesses.

The EUIPO is also collaborating with EURid, a non-profit organisation and registry manager of the '.eu', '.ею' and '.ευ' domain names that provides its services in all EU languages. Through this collaboration, they can help users of the EU IP system, particularly start-ups, to obtain trademark and domain name protection in a joined-up manner and secure their brands from the very beginning of their business journey and take a stand against potential '.eu' domain abuse.

Furthermore, a vital part of our outreach to SMEs is through the wide range of specialised learning products developed by the EUIPO Academy. This output will increase in the coming months, with an increasingly tailor-made approach to SME learning needs being developed under the SME Programme, as outlined in the EUIPO’s Strategic Plan 2025. An extensive collection of SME-focused resources is already available through the Ideas Powered for Business hub. To spread the word on the EU funding available for SMEs, two webinars were held in 2022 and due to their success, two webinars were organised at the beginning of 2023.

The first webinar called 'Power your business with the new edition of the SME Fund' focused on Voucher 1 ('IP Scan: save 90 % on expert advice and guidance for your IP strategy') and Voucher 2 ('Trademarks and designs: save 75 % on registration fees at national, regional or EU level and 50 % on protection outside the EU'). In total, 1,809 participants attended the webinar, which shows the SMEs’ interest in EU funding opportunities. The second webinar called 'Power your business with the SME Fund 2023 edition – 2nd launch' offered this year included two more vouchers: Voucher 3 ('Patents – save EUR 1 500 to use for eligible fees') and Voucher 4 ('Community plant variety – gain EUR 225 for the online application fee'). With 822 participants , the webinar proved once again to be an excellent learning opportunity for SMEs.

Likewise, the EUIPO Trademark and Design Education Programme (ETMD EP) is an education initiative within the EUIPO, whose objective is to increase the knowledge of the legal framework of European Union trademarks and community designs, in particular proceedings and practices of the EUIPO within the community of practising IP  professionals. Our aim with the programme is to help them better support EU businesses and thus strengthen the trademark and design registration systems managed by the EUIPO.

Finally, we aim to also spread awareness through our DesignEuropa Awards, which includes a category for small and emerging companies (ie, SMEs and start-ups) since its first edition in 2016, to underline the importance of IP rights in general and the RCD in particular for smaller companies.

Does the Office host any trademark education/awareness events aimed at the general public?

Recent Observatory studies on the perception of IP revealed that young Europeans are more likely to buy counterfeit products and access digital content illegally. The EUIPO’s Ideas Powered youth initiative gathers young influencers from all over Europe, for a series of online or offline events devoted to the protection and understanding of IP, supported by a suite of social media accounts. As part of a dedicated project on IP in education, we also organise national educational events, notably teacher trainings, in collaboration with a dedicated network of representatives from ministries of education and IP offices.

In the context of the European Year of Skills 2023, the EUIPO organised training on IP for 200 teachers from all over Europe, with a strong representation from Croatia and Greece, to learn about IP basics from a selection of experts in the field. IP in Education’s teaching materials, including a Massive Open Online Course (MOOC) on IP essentials (first module), can be found on the IdeasPowered@School website. 

On top of that, the EUIPO Academy is responsible for disseminating IP information within the academic community and creates links and common activities between students, trainees and universities. The Academy collaborates with more than 100 universities from all over Europe and beyond. Through its different academic initiatives, the Academy promotes innovative on-site and online programmes to boost IP awareness and education among its academic stakeholders. One of its flagship initiative is the  Pan-European Seal (PES) Professional Traineeship Programme: a comprehensive traineeship programme that bridges academia and the labour market in different fields (IP, law, finance, business, engineering, etc), and promotes and disseminates IP among young graduates from several academic backgrounds (IP and non-IP). This year-long programme gives access to a 12-months paid traineeship and offers a complete and multicultural professional experience in-house training opportunities and various activities aimed to solidify their future career development. Since 2021, selected EUIPO trainees are offered to complete their traineeship in National IP Offices, presenting a unique opportunity to gain first-hand experience in national-level IP administration, broaden their understanding of different IP regulatory environments, and build a network of professional contacts.

In addition, the EUIPO Academy also offers the Virtual School Visits (VSV) programme, a brand-new learning initiative for young learners between 12 and 18 years old. Students from over Europe are invited to sign up for an interesting, fun and interactive virtual learning journey, available in five languages, about the EU, the importance of IP for young people and the main activities of the EUIPO.

Another project, Authenticity, creates local outreach events in EU cities in collaboration with local authorities and stakeholders. Currently, 12 EU cities are certified as 'Authenticities'. These 'Authenticities' organise events and campaigns to highlight the dangers of counterfeit goods, training sessions for local enforcement authorities, and awareness campaigns aimed at the general public and businesses.

At the international level, the EU-Georgia IP Project (EUGIPP), led by the EUIPO, delivered concrete and tangible results to support trademark education and significant awareness promotion of IP at Georgian schools. This activity was officially endorsed by the Ministry of Education of Georgia, and reached 28 schools and over 2,000 students across Georgia.

Furthermore, the EUIPO supports IP education and awareness raising by promoting  IP in schools in the Caribbean, Africa and Latin America.

Beyond specifically trademarks, we also target the general public through the development of a multilingual, tailored set of FAQs on copyright for consumers and for teachers, as well as an EU portal gathering digital legal offers called Agorateka, to allow people to easily access legal content in music, TV & films, sports, games and e-books, no matter where in the EU they live. The EUIPO supports national citizen awareness events and activities in the form of grants awarded through an open call for proposals.

Does the Office use social media to spread awareness of IP?

In social media, the Office continues to promote the benefits and advantages of protecting IP assets in an ever-changing world. The EUIPO’s presence in social media is dynamic and targets different audiences, to better raise awareness on the value and importance of intellectual property to our economy and society.

The EUIPO's Twitter account shares updates on trademarks and designs, legal decisions, events, educational resources, relevant news, and information on cooperative activities related to intellectual property rights. Twitter has grown steadily over the past decade; however, since Elon Musk took over, the platform is forecast to lose followers in the coming years. Currently, Twitter has 450 million monthly active users which is far from Facebook and Instagram’s billions of users. Still, Twitter has a loyal, active and specialised audience that remains interesting for us. We are looking into alternatives such as Mastodon but not giving up on Twitter quite yet. Mirroring the pop singer Shakira’s lyrics “You traded a Rolex for a Casio”, the EUIPO’s tweet went viral with over one million views.

Looking at the Office’s follower base, the EUIPO LinkedIn account has now surpassed the 100,000 mark and its Twitter channel  is close to 115,000, while the Ideas Powered Twitter channel dedicated to creativity, innovation and entrepreneurship has close to 30,000 followers.

One of our most popular LinkedIn posts is the Intellectual Property Metro map. We also amuse our IP-savvy LinkedIn community with more trivial but yet entertaining information from the Moka Pot’s anniversary to the Eurovision brand identity.  Humor is a great source of engagement, as long as the content provided is both informative and educational. We use LinkedIn to share news about trademarks and designs, court cases, legal matters, and detailed updates. For example, we recently shared news about a court denying a trademark for the word 'Emmentaler' which supports the Boards of Appeal’s decision not to register 'EMMENTALER' as a collective mark, as it describes a kind of cheese and people don't see it as a place name.

We also seek to attract engagement with the youth and non-IP audience on social platforms. Our Facebook and Instagram accounts focus on community engagement and have a clear mission: to make our non-IP audiences see that IP is part of life and important for creating and innovating new things. The Office’s Instagram account is currently the IP world leader in terms of followers and impact with more than 12,000 followers. In parallel, through our Ideas Powered Facebook and Instagram accounts, we aim to educate young people about IP rights, with the support of prominent digital influencers. Our YouTube channel includes interviews and promotional materials, especially for big events such as DesignEuropa Awards. 

Last but not least, our Twitter, Facebook, YouTube and LinkedIn accounts for the Office’s external projects funded by the European Commission and implemented by the Office, give information and updates on the EU’s activities (and those of our national and regional-level partners) to reinforce and promote the value of IP rights in China, South-East Asia, Latin America, Africa, the Caribbean, and Georgia.

How has the EUIPO taken advantage of the 'European Year of Skills' to enhance the understanding and importance of IP?

The European Year of Skills serves as a timely reminder for our staff of the continued relevance and dynamism of IP in our knowledge-based and rapidly evolving economy. To be ready for the next wave of digital transformation powered by AI and blockchain, the Office offers to improve staff’s skills in customer focus, data literacy, digital literacy, and cybersecurity. Having staff with the necessary skillset will of course benefit the Office, but it will also give individuals more job satisfaction and facilitate career development.

Moreover, the innovative nature of our office is firmly intertwined with the skills, knowledge, and engagement of our staff. It's their resilience, adaptability, and willingness to embrace change that make our office genuinely innovative. Whether it's the adoption of new technologies, the mastering of evolving IP practices, or the reshaping of our customer approach in a digital world, our staff have proven time and again their ability to meet and rise above these challenges. Their eagerness to learn and adapt is truly inspirational, and this attitude is a key driver of our office's innovation journey.

After all, we cannot hope to be a genuinely innovative office if our staff are not walking collaboratively on this journey. Our staff are not just participants in this process, but the lifeblood of our innovative culture. Their adaptability and resilience in the face of change serve as a testament to their commitment to the mission of the EUIPO and their dedication to creating a future-ready and innovative office.

That being said, our commitment to professional development goes beyond our own staff. The European Year of Skills in sync with the EUIPO's mission of managing and promoting IP rights. Our Academy Learning Portal offers cutting-edge IP knowledge and best practices for all IP enthusiasts, including National/Regional IP Offices, SMEs, start-ups, experts and universities. With more than 550 courses and weekly webinars, there is something for everyone, and they’re completely free.

In 2022, our most popular courses covered a range of AI and IP topics, including “Trademarks and designs in the metaverse: legal aspects/EUIPO practice; “The new EUTM Filing”; “Blockchain in the EU and the IP sector” and “Power your business with the new edition of the SME Fund!” – to name just a few.

The Portal could be interesting for potential candidates to the IP competition recently launched by the European Personnel Selection Office (EU Careers by EPSO). For those interested in working for the EUIPO, this is a unique opportunity.

Furthermore, on the occasion of the European Year of Skills, the EUIPO launched the first element of one of its most ambitious educational materials to date that aims to reach out to a broader audience and equip individuals with essential IP skills that can fuel EU innovation and economic growth. The first module of the EUIPO’s Massive Open Online Course (MOOC) aims at upgrading the IP skills of all learners, from secondary school pupils and higher education students to any interested person with no previous knowledge of IP.

The MOOC is part of the work of the European Observatory on Infringements of IP Rights and notably its ‘IP in Education’ initiative which, in cooperation with its network of EU Member States’ ministries of education, IP offices and other relevant bodies in the field of education, since 2016 has been promoting creativity, innovation and entrepreneurship among pupils and educators and the inclusion of IP-related competences in the national school curricula.

As the upskilling of educators is key for achieving the European Education Area and remains high on the European political agenda, the Observatory regularly organises dedicated teacher training sessions that develop the IP skills of teachers. In 2023 such general trainings were organized for teachers from the whole EU, whereas dedicated sessions were implemented for teachers from Spain, Malta, Finland, Croatia, and Greece.

The MOOC as well as all other IP in Education teaching materials, can be found on the IdeasPowered@School website. New translations are regularly added. Recently teaching materials were translated into Ukrainian in support of pupils and teachers affected by Russia's invasion of Ukraine.

Does the Office conduct and publicly release research about trademarks or brands?

The Observatory publishes numerous studies and reports every year, falling into the following main categories:

1. The economic contribution of intellectual property rights;
2. The quantification of IPR infringement and the economic and non-economic damage it causes;
3. The knowledge of, and attitudes towards, intellectual property rights among European citizens, and in particular among young people.

As shown by the most recent IP Contribution Study published in partnership with the European Patent Office (EPO), the economic importance of IP rights to jobs, GDP and trade in the EU has become even greater in recent years. During the period 2017-2019, IPR-intensive industries played a significant role in the EU’s economy. These industries generated 29.7% (61 million) of all jobs in the EU, while 39.4% (81 million) of total employment was directly or indirectly associated with these industries. Moreover, IPR-intensive sectors contributed to 47% of the EU’s total economic activity, amounting to a substantial value of €6.4 trillion. It is noteworthy that the contribution of IPR-intensive industries to both employment and economic activity has shown an increase compared to the previous 2019 study. Additionally, these reateyes offer significantly higher wages compared to others, with a notable wage premium of 41%.

Another study focused on Green EU trademarks, and examined how goods and services specifications of EUTMs reflect issues related to environmental protection and sustainability. The study first carried out in 2021 and repeated annually shows that filings of ‘green’ EUTMs have increased significantly since the Office began operating in 1996, both in absolute figures and as a proportion of all EUTM filings.

The 2023 IP perception study revealed that a vast majority of Europeans, approximately 80%, acknowledge the potential harm that counterfeiting brings, understanding that it fuels criminal organisations while also devastating legitimate businesses and jobs. Additionally, two-thirds of this demographic perceive counterfeiting as a menace to health, safety, and the environment. Nevertheless, an alarming one-third find the purchase of counterfeit items justifiable when genuine products bear exorbitant prices, a sentiment that significantly escalates to half among younger individuals. Uncertainty about the authenticity of purchases is widespread, with 39% of Europeans questioning whether their acquired items are genuine or counterfeit. Furthermore, a notable 13% have intentionally purchased counterfeit goods in the past year, a figure that alarmingly doubles to 26% amongst individuals aged 15 to 24. These statistics underscore the complex perceptions and behaviours Europeans have regarding counterfeiting.

To quantify IPR infringement, the Office has conducted a series of studies of international trade in counterfeit and pirated goods in cooperation with the Organisation for Economic Cooperation and Development (OECD). According to a 2021 study, the global trade in counterfeits corresponds to 2.5% or world trade and counterfeits represent 5.8% of EU imports. The two most recent studies with the OECD looked at how counterfeits can pose a threat to health, safety and the environment, and the impact of IPR infringement on SMEs. Moreover, the research conducted by the Observatory with partners such as Europol has demonstrated that the idea that IP crime is a victimless crime is wrong, and that IP crime is as dangerous as other types of crime. Also, it seriously damages the EU’s economic and societal interests.

According to the 2022 SME Scoreboard, while only 10% of SMEs own registered IPRs, an overwhelming 93% of them have experienced positive outcomes from their registration, including improved reputation, enhanced IP protection, and better long-term business prospects. Additionally, 45% of these SMEs successfully achieved financial gain by utilizing their registered IPRs. The main drivers for registering IPRs were to prevent copying, increase company value and image, and ensure legal certainty. However, 15% of registered IPR owners have faced infringements, with trademarks being the most commonly infringed type. These insights emphasise the importance of safeguarding IPRs and enforcing protection measures.

Furthermore, many comparative studies of the EUIPO’s trademarks and design practices and the IP offices of China, Japan, South Korea and the USA have been published through the TM5 and ID5 cooperation platforms. Most recent examples include a searching guide for non-traditional trademarks, a study on opposition, design remedies and terms of protection.

Does the Office attend non-IP specific events in an effort to spread awareness of IP to non-legal audiences?

We attend business trade fairs for start-ups and entrepreneurs, often together with national IP offices in the EU and we also participate in virtual events, as well as educational fairs. Recently, the EUIPO attended the Deep Tech Entrepreneurship conference hosted by the Swedish Presidency of the Council of the European Union and the European Institute Council. Far from just a networking event, it was a true intellectual immersion into the world of deep tech, and its potential to revolutionise European industry.

This year, the EUIPO hosted the EUROCROWD's Spanish Strategic Group annual event in its headquarters in Alicante, Spain. The event encompassed panel discussions and networking opportunities that aim to promote the growth of a professional crowdfunding sector in Spain. The sessions covered various topics, including the use of crowdfunding in the implementation of the 2030 Agenda, the evolution of the crowdfunding market, and public authorities' interaction with match-funding.

In 2022, deputy executive director Di Carlo shared his insights at the Amazon Brand Conference and encouraged the participants – active or potential online sellers – to protect their names, brands and creations, as big companies do. Head of service Nicolas Vigneron presented the SME Fund during a workshop session to more than 4,000 online participants.

The EUIPO is also training IPOs and intermediaries beyond the EU to offer IP Scans and similar support services. For example, the Georgian IPO and the Caribbean Business Support Organisations have received training to use the IP Scan methodology. Furthermore, through the Africa IP SME Helpdesk, the EUIPO is reaching out to EU SMEs participating in fairs and match-making events to provide first-line advice on IP in African markets.

You can view the first part of this series, focused on the EUIPO's boundary-pushing digital tools, here and the third part, focused on the EUIPO's value add services, here.

To access more articles from this exclusive series on the tools and services offers by national IP offices across the world, click here.