Bojana Veselinović, Counsel at PR Legal, participated in the IP Case Law Conference 2026, held from 21 to 22 May at the headquarters of the European Union Intellectual Property Office (EUIPO) in Alicante, Spain.

Organized by the EUIPO Boards of Appeal, the conference is one of the most prominent annual events in the field of intellectual property law in Europe. It brought together judges, attorneys, academics, in-house counsel, and representatives of institutions from across Europe and beyond to exchange perspectives and discuss current and future developments in IP law. This year’s conference was once again held in a hybrid format, attracting approximately 1,600 participants from around 85 countries.

Under the theme “Growing through Change”, the two-day programme focused on contemporary developments in intellectual property law, with particular attention to trademarks, designs, copyright, and domain name disputes.

The conference featured discussions on the latest judgments of the General Court of the European Union and decisions of the EUIPO Boards of Appeal, primarily in the field of trademark law. Participants also explored emerging issues relating to copyright and artificial intelligence, evolving standards of design protection, the strategic use of less frequently invoked national rights, and global trends in trademark and domain name disputes. The discussions further addressed the future of IP adjudication in the context of rapid technological advancement.

Particular attention was devoted to panels examining the practical application of the concept of genuine use of trademarks and the case law addressing when trademark use covers a broader category of goods or services and when it results in the recognition of distinct subcategories entitled to independent legal protection. Other highlights included discussions on the “Use It or Lose It” principle and the evidence required to substantiate trademark use, as well as the increasing scrutiny of abuses of the trademark system through repeated filings, mass applications, and strategic proceedings initiated without a genuine intention to use the mark, but rather to block competitors or obtain procedural advantages.

As in previous years, attendees had the opportunity to hear insightful presentations concerning one of the world’s most recognizable trademarks – PUMA. Through a dedicated case study, participants analysed how similar disputes have been addressed across different jurisdictions, with reference to the latest case law and emerging challenges in trademark protection. Towards the conclusion of the second day, significant interest was generated by a presentation on the evolving boundaries of trademark exhaustion in the context of sustainability, recycling, and the customization of branded products. The session reviewed recent European case law and examined the legal challenges arising from the growing importance of the circular economy.

Participation in the conference provided an excellent opportunity to exchange views with leading European IP practitioners and to gain valuable insight into the future direction of intellectual property practice, both before IP offices and courts, particularly in areas increasingly shaped by digital transformation and artificial intelligence.

For PR Legal, participation in events of this kind represents an important part of our commitment to continuous professional development and staying abreast of international trends in intellectual property law.