Introduction:

The emergence of social media has remarkably redefined human interactions, making communication more interactive and immediate. With platforms such as Facebook, X, Instagram, YouTube, TikTok, and LinkedIn ingrained in our daily lives, individuals can now instantly share their thoughts and experiences with the global audience, fostering real-time engagement and feedback. Social media has introduced novel platforms that enable content creators and business owners to connect with their audiences and customers, as well as to promote their offerings and services. While it is indubitable that the emergence of social media has enhanced connectivity and convenience, it is not devoid of its negative impacts and challenges, especially as it relates to protecting intellectual property rights (“IPRs”).

According to WIPO, the internet and other constantly evolving digital technologies have opened up exciting opportunities for business and for new modes of creativity, while at the same time presenting complex challenges for the evolution of copyright. Infringements of IPRs has soared with the advent of social media, making these rights more difficult to protect than they were before the evolution  of social media. Consequently, it has become increasingly important for brands and businesses to adopt effective strategies to ensure that their IPRs are protected from infringements

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