Strengthening Intellectual Property Protection – The EU4IP-WB Initiative
The European Commission and the EUIPO have launched EU4IP-WB, a three-year initiative aimed at strengthening intellectual property protection systems across the Western Balkans, including the Republic of Serbia.
Although, at first glance, this may appear to be another project focused on alignment with European Union law, the topic is in fact much more concrete for the domestic market.
In practice, intellectual property today includes product names, logos, packaging, software, photographs, campaign copy, databases, app design, know-how, recipes, business models, as well as confidential information that a company protects as a trade secret.
The Republic of Serbia already has a developed legal framework in this area, with protection regulated through several laws, including the Copyright and Related Rights Act, the Trademark Act, the Patent Act, the Act on the Legal Protection of Industrial Designs, the Act on Geographical Indications, and the Trade Secrets Protection Act.
Therefore, the key challenge is not merely the existence of regulation, but whether rights are properly identified, protected in a timely manner and actually enforceable in practice. For example:
- A brand used on the market, but not registered as a trademark, may become a serious risk once the business grows or when a similar name appears among competitors,
- Software developed by an external contractor does not automatically belong to the client in full if the transfer of economic rights is not clearly regulated by contract,
- Photographs, video materials and campaign copy may be protected by copyright, even when created for a specific project,
- Confidential commercial information has value only if it is properly identified, access-restricted and protected through internal rules and contracts,
- In online sales and digital advertising, infringement of a trademark, design or copyright may occur much faster than in traditional business
A particularly important part of the EU4IP-WB project concerns the enforcement of regulations. In practice, intellectual property protection does not depend solely on the Intellectual Property Office, but also on customs authorities, market inspection authorities, courts, public prosecutors and other authorities involved in the protection of rights, which makes their coordination extremely important. This is particularly relevant in cases of product counterfeiting, unauthorised use of software, online brand infringements, misuse of designs, as well as the protection of goods in cross-border trade.
The digital economy adds another layer of complexity to this area, as AI, generative content, data processing and the use of third-party copyrighted works in the digital environment raise questions to which traditional contracts and internal processes often do not provide ready answers.
For this reason, companies, start-ups and small and medium-sized enterprises should not treat intellectual property as a formality to be addressed only once a dispute arises.
On the contrary, IP should be reviewed already when choosing a brand or product name, engaging designers, developers, photographers and marketing agencies, developing an app or website, entering foreign markets, or protecting trade secrets.
EU4IP-WB is therefore a clear signal that, in the coming period, the countries of the region will be expected not only to formally align their legislation with European Union law, but also to ensure more efficient, practical and business-oriented protection of intellectual property.
For additional information or consultations, the Tasić & Partners team is at your disposal