The Internet has become the most sought after means of all communication media, or at least the medium thatallows immediate access to the content of products and ideas on a global scale. Today, it is common for productsand services to be offered to a vast array of countries and regions. As far as trademarks are concerned, once suchare displayed on the Internet, they are available to anyone, which may result in the following consequences,among others: i) the imminent risk that the trademark may not only be imitated or reproduced in other countries,but also registered by third parties; and ii) the additional risk that anyone who advertises through the Internet (andtherefore on a global scale) may violate the rights of third parties who have a superior right to use suchtrademarks in a certain country. While the Internet itself should not change the rules for the protection anddefense of intellectual property rights, such risks should force companies to rethink their business strategies,specifically with respect to international protection of trademarks and other intellectual property rights.
