On June 23, 2026, the Brazilian Patent and Trademark Office (BPTO) updated its Trademark Guidelines, introducing relevant changes that directly impact trademark protection strategies in Brazil.
The updates focus on two key areas: recognition of highly renowned trademarks and procedures under the Madrid Protocol.
Highly renowned trademarks: increased flexibility
One of the main changes allows the recognition of highly renowned status based on multiple registrations, provided that:
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The same trademark sign is used;
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It covers different goods or services.
This update, aligned with Ordinance INPI/PR No. 68/2026, provides greater flexibility for brand owners operating across multiple market segments.
Highly renowned status ensures special protection across all classes, regardless of the scope of registration, making it a highly valuable asset for established brands.
Madrid Protocol: adoption of Madrid e-Filing system
The updated Guidelines also introduce specific instructions for filing international trademark applications under the Madrid Protocol.
Applications must now be submitted through the Madrid e-Filing system, offering:
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Greater standardization;
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Integration with WIPO’s global system;
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Improved efficiency in international filings.
This development reinforces Brazil’s commitment to international harmonization and simplifies procedures for foreign applicants.
How Tavares IP can help
Keeping up with regulatory changes is essential for effective IP management.
Tavares IP supports companies in navigating Brazil’s trademark system, including highly renowned status recognition and Madrid Protocol filings.
