Name Registration and Protection of Rights: Safeguarding Your Identity and Brand under Greek & EU Law

In today’s fast-paced global economy, where individuals and businesses increasingly rely on digital and cross-border visibility, securing one’s name—be it a trade name, brand name, or personal name—has become a critical legal priority. At Tsamichas Law Firm, we emphasize the importance of early and strategic name registration to avoid disputes, enforce rights, and preserve long-term value.

1. Legal Foundation of Name Rights

In Greece, the right to a name is protected both at the personal and commercial level. The Civil Code safeguards personal names under the broader umbrella of personality rights. Commercial names and trademarks, on the other hand, are protected under the Greek Trademark Law (Law 4679/2020) and relevant provisions of the EU Trademark Regulation (EUTMR 2017/1001).

These legal instruments recognize the economic and moral interest in a name, and violations can give rise to claims for injunctive relief and damages.

2. Registration: First Line of Defense

Registering a trade name or trademark is the first—and often most effective—step in securing legal protection. A registered trademark provides:

• Exclusive use within the designated categories of goods/services,

• Legal presumption of ownership, and

• The ability to take swift action in cases of infringement or misappropriation.

In Greece, registration is done via the General Secretariat of Commerce, while EU-wide protection is secured through EUIPO (European Union Intellectual Property Office).

3. Name Infringement and Misappropriation

Infringement may arise when a third party uses a confusingly similar or identical name, especially when this use causes:

• Consumer confusion,

• Damage to the reputation of the original name,

• Unfair commercial advantage.

Legal remedies include cease-and-desist orders, financial compensation, and even criminal sanctions in cases of fraud or bad faith.

4. Domain Names and Online Presence

With the internet playing a central role in business communication, domain name protection is equally important. Registering a domain (e.g., .gr or .eu) and ensuring it aligns with your brand or commercial identity is key to preventing cyber-squatting or digital impersonation.

Disputes involving domain names can be resolved through ADR mechanisms, such as the Alternative Dispute Resolution for .eu domain names or WIPO Arbitration for gTLDs.

5. International Protection and Strategies

Businesses targeting international markets should consider:

• Registering with the Madrid System for international trademarks,

• Monitoring global trademark databases,

• Enforcing rights proactively in relevant jurisdictions.

At Tsamichas Law Firm, we assist clients in coordinating international name registration and enforcing rights through a network of experienced legal partners across the EU and beyond.