DEVELOPMENT OF AN ONLINE TRADEMARK INFRINGEMENT MONITORING SYSTEM: GOOGLE CASE STUDY
Keywords:
trademark, infringement, monitoring.
Abstract
Online marketing or often called digital marketing is marketing with the concept of promoting products or services through internet-based media, one of which is a website. Digital transformation has brought new opportunities and challenges to brand protection, particularly in the online space. Trademark infringement across digital platforms, including search engines like Google, is becoming increasingly common and requires innovative and integrated solutions. This article discusses the development of a technology-based monitoring system to detect and resolve online trademark infringement, focusing on a case study of Google's infringement policies and mechanisms. This research utilizes a normative legal analysis method with a case study approach. The results show that artificial intelligence (AI)-based technologies and machine learning algorithms can improve the effectiveness of infringement detection. However, challenges such as cross-country regulatory inconsistencies, lack of algorithmic transparency, and limited reporting processes remain major obstacles. The study recommends strengthening international regulations, enhancing cooperation among stakeholders, and developing comprehensive surveillance technologies to create a sustainable brand protection ecosystem in the digital age.
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References
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Ahmad Reza, "Transformasi Digital dan Hukum Perdagangan Internasional", Jurnal Hukum Teknologi Informasi, Vol. 5, No. 2, 2022
Aitken, B. (2005). Keyword-Linked Advertising, Trademark Infringement, and Google’s Contributory Liability. Duke law and technology review, 4
Aristeus, Syprianus. (2014). “Peluang Industri dan Perdagangan Indonesia Dalam Pelaksanaan Masyarakat Ekonomi ASEAN (Industry and Trade Opportunity of Indonesia on ASEAN Economic Community): Jurnal Rechtsvinding Media Pembinaan Hukum Nasional. 3(2)
Azami, T., & Prabowo, M. S. (2023). Kedudukan Hukum Merek Well-known mark dalam Pembelian Barang Melalui system Online: Perlindungan dan Tantangan (Studi di SMK Asshodiqiyah Semarang). QISTIE, 16(2).
Carter, L. (2020). Trademark Law Basics. Legal Journal of IP Rights, 12(1)
Castells, Manuel. "The Rise of the Network Society: The Information Age - Economy, Society, and Culture", Volume 1. Wiley-Blackwell, 2010
Corato, G. (2013). The Internet Service Provider Liability in Online Trademarks Infringement. . https://doi.org/10.2139/SSRN.2692287.
DJKI. (2020). Panduan Perlindungan Merek di Indonesia. Retrieved from https://www.dgip.go.id
file:///C:/Users/LENOVO/Downloads/admin,+3.+SOFWANDI+++Jurnal+Sistem+Monitoring+Digital+&+Sosial+Media+-+rev1.pdf
Gasser, U., & Almeida, V. A. (2017). A layered model for AI and regulation. IEEE Internet Computing, 21(6),
Google Annual Report. "Intellectual Property Protection Strategy", Google Inc. Financial Report, 2022
Happy Yulia Anggraeni , Annisatul Lutfiyah Sugiarto, Urgensi Pendaftaran Merek Terhadap Makanan Tradisional Di Era Ekonomi Digital, Jurnal Ilmu Hukum “THE JURIS” Vol. VII, No. 1, Juni 2023
Hilbert, M. (2011). Digital divide: The role of technology access, adoption, and capability in inequality. Telecommunications Policy, 35(8)
International Chamber of Commerce. "Global Intellectual Property Rights Violation Report", ICC Publications, 2022
Jinju, H. (2012). On Trademark Tort Liability of Online Trade Platform Provider. Journal of Shenyang University
Johnson, K. (2019). Criminal Aspects of Trademark Protection. Global IP Journal, 9(4)
Jordan, William A. "Artificial Intelligence and Intellectual Property Rights", Cambridge University Press, 2021
Jotyka, G., & Suputra, I. K. ( 2021, May). ”Prosedur Pendaftaran dan Pengalihan Merek Serta Upaya Perlindungan Hukum Terhadap Merek Terkenal Menurut UU Nomor 15 Tahun 2001”. Ganesha Law Review, 3(1)
Keller, Kevin Lane. "Strategic Brand Management: Building, Measuring, and Managing Brand Equity", 5th Edition, Pearson Education, 2022
Lessig, Lawrence. "Code: And Other Laws of Cyberspace", Basic Books, 2006
Mohammad Ridwan, Aulia Khoirunnisa, Ervana Ak’nes, Agnesya Dwi Tamara, Lisna Efrilian, Nur Aisyah, Riana Adita, Analisis Perkembangan Ekonomi Islam Di Asia Tenggara, Jurnal Ekonomi Manajemen, Vol. 18. No.1. Juni 2023
OECD/EUIPO. "Trends in Trade in Counterfeit and Pirated Goods", OECD Publishing, Paris, 2022
O. M. Febriani and A. S. Putra, “Sistem Informasi Monitoring Inventori Barang Pada Balai Riset Standardisasi Industri Bandar Lampung,” J. Inform., vol. 13, no. 1, pp.2014
Ouellette, L. (2013). The Google Shortcut to Trademark Law. California Law Review, 102, 351. https://doi.org/10.2139/SSRN.2195989.
Patel, R. (2022). First-to-File vs First-to-Use: A Comparative Analysis. International Journal of Trademark Law, 17(3),
Pokrovskaya, A. (2024). Protection of Trademark Rights on E-commerce Platforms: An Updated Outlook. Journal of Comprehensive Business Administration Research. https://doi.org/10.47852/bonviewjcbar42022153
Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 (General Data Protection Regulation).
Rodriguez, M. (2021). Digital Challenges in Trademark Law. Journal of Cyber Law, 10(2)
Rusman, R. S. (2020, November). Perlindungan Hukum Terhadap Pemegang Hak Merek Dalam Perdagangan Elektronik Di Marketplace (Platform). In National Conference on Law Studies (NCOLS)
Samuelson, Pamela. "Digital Copyright and the Challenge of Digital Technology", Berkeley Technology Law Journal, Vol. 25, No. 4, 2020
Smith, J. (2020). AI and Digital Trademark Enforcement. Cyber Law Review, 8(3)
Tapscott, D., & Tapscott, A. (2016). Blockchain Revolution: How the Technology Behind Bitcoin is Changing Money, Business, and the World. Portfolio Penguin
Tanudy, Ayub. Buku Ajar Perekonomian Indonesia. Edited By Rismawati, N. Cv Widina Media Utama, 2023.
Valuation Report Interbrand, "Top Global Brands 2023", Corporate Valuation Series, 2023
Varian, Hal R. "Beyond Big Tech: Digital Economy and Competitive Strategies", MIT Press, 2020
WTO. (2020). Customs Measures under TRIPS. Retrieved from https://www.wto.org.
WIPO. (2021). The Role of Evidence in IP Litigation. Retrieved from https://www.wipo.int
WIPO. (2021). The Madrid System for the International Registration of Marks. Retrieved from https://www.wipo.int.
Zaenal Arifin, Jurnal Ius Constituendum | Volume 5 Nomor 1 April 2020
Zhafira Gitamo, Asep Saripudin, Perlindungan Merek Kosmetik Wardah Ditengah Pemasaran Pada Era Ekonomi Digital, Jurnal Ilmiah Wahana Pendidikan, April 2023, 9(8)
Published
2025-01-05
Section
Articles
