Trademark management has taken on several new layers in the digital era as online channels have provided new havens for counterfeiters to hide their actions and distribute infringing materials. Regulators are now hoping to instill a sense of intellectual property fundamentals in the generation of individuals growing up with the disruptive technologies that are changing the landscape.
This week, the International Trademark Association (INTA) unveiled a new initiative meant to teach teens about the value of trademarks and the dangers of counterfeiting. The Unreal campaign will leverage social media, traditional media and special events to integrate a series of public service announcements that are both engaging and educational.
"Teens' purchasing power will only increase over time, and they will soon be the next generation of consumers," INTA executive director Alan Drewsen explained. "With that in mind, we see a tremendous opportunity for INTA to arm teens with as much information about the economic, social and health risks involved with counterfeiting as possible."
Aside from informing consumer purchasing habits, INTA officials are also viewing the campaign as an important tool to promote trademark management as a profession. According to a recent report commissioned by the Economics and Statistics Administration and the U.S. Patent and Trademark Office, trademark-intensive industries provided 22.6 million American jobs in 2010.