Small businesses are disproportionately impacted by lack of brand protection
Ani Khachatryan, 2023 – JD, 2Pepperdine University School of Law. “The Digital Dilemma: Counterfeit Culture And Brand Protection Reform In The ECommerce Era”, 43 Loy. L.A. Ent. L. Rev. 247 (2023). Available at: https://digitalcommons.lmu.edu/elr/vol43/iss3/2 //DH
As e-commerce grows exponentially in the future, the need for better trademark laws vis-à-vis counterfeit goods has never been more important.307 Since Tiffany, small businesses have faced more hurdles in protecting their brands.308 With the burden of policing counterfeits now falling squarely on their shoulders, brand protection is becoming financially difficult for small businesses.309 This reality contrasts sharply with the objective of trademark law, which is to build the reputation of brands and businesses in a market.