From 2 to 6 May 2026, the 148th Annual Meeting of the International Trademark Association — INTA Annual Meeting 2026 — took place in London. The event brought together approximately 9,500 intellectual property professionals from more than 100 jurisdictions at ExCeL London and once again confirmed its status as the world’s largest forum for specialists in the field of trademarks and intellectual property. The highest number of participants were registered from the United States of America — more than 2,100 attendees, the United Kingdom — approximately 800, China — nearly 600, Germany — more than 500, and India — over 300.
The main focus of INTA 2026 was on the most pressing issues of contemporary intellectual property practice, including the use of artificial intelligence, evolving approaches to rights protection, digital technologies, brand commercialisation, and the management of intangible assets.
Our firm was represented at the conference by Managing Partner, Attorney-at-Law, and Patent and Trademark Attorney Ms. Natalya Lemeshchuk. Among other events, she participated in a roundtable discussion devoted to the comparative analysis of trademark distinctiveness standards. The participants of these event analysed office practices and case law relating to non-traditional marks and criteria of distinctiveness. The discussion included a comparative analysis of approaches adopted in various jurisdictions to the assessment of inherent and acquired distinctiveness — an issue that remains highly relevant for trademark registration practice. Equally important were the personal meetings with colleagues from different parts of the world, as it is precisely through such conversations that partnerships are formed and practical experience is exchanged beyond the scope of any official programme.
Alongside the main programme, a separate event focusing on Ukraine took place on 5 May. The conference IP4Victory was held at the premises of the British Institute of International and Comparative Law (BIICL). The event was a joint project of the National Association of Patent Attorneys of Ukraine (NAPA) and the Ukraine International Law Response initiative — an academic platform established within BIICL to provide legal responses to the challenges arising from the Russian invasion of Ukraine.
One of the central presentations was devoted to rethinking the role of intellectual property in the defence sector. It was emphasised that intellectual property is no longer viewed solely as a legal instrument and is increasingly regarded as an element of national capacity. Traditionally, intellectual property has been associated with patents, ownership rights, and protection against competitors. Today, however, the focus is shifting towards different questions: who controls integrated technological platforms, who is capable of effectively implementing and scaling solutions, and who is able to adapt rapidly. It is these factors — rather than the patent portfolio itself — that determine competitive advantage in the modern world. This is particularly evident in the fields of artificial intelligence and defence, where most of the value is concentrated in data, systems integration, and continuous user feedback — precisely the areas where traditional intellectual property protection mechanisms often fail to reach. At the same time, three strategic dilemmas faced by any state or company were outlined: whether to strictly protect intellectual property, pursue open collaboration, or classify information. Each of these approaches comes at its own cost, and there is no universal solution — only a conscious choice made with an understanding of its consequences. In this context, Ukraine was presented as a living example of a new paradigm: the country’s defence innovation ecosystem demonstrates what happens when intellectual property, financing, and technology implementation are forced to operate as a single coordinated mechanism under the conditions of a real war.
This event became a symbolic confirmation that Ukrainian intellectual property professionals continue to remain active participants in the global legal dialogue even under wartime conditions. For our firm, participation in INTA 2026 was not only an opportunity to be at the centre of global intellectual property discussions, but also confirmation that Ukrainian expertise remains востребованной and relevant in the international arena.