Trademark Applications Explained: Protecting Your Brand in the UK & UAE

Trademark applications are important if you consider your brand is more than just a logo or a catchy name, it’s your reputation, your story, and the trust you’ve built with customers. Whether you run a start-up in Manchester or an established business in Dubai, protecting your brand through trademark registration is essential to safeguarding your identity and avoiding costly disputes.

This guide from MAR Legal explains everything you need to know about trademark applications in both the UK and UAE — how they work, what rights they offer, and why businesses operating across borders should consider registering their marks in both jurisdictions.

What Is a Trademark and Why Does It Matter?

A trademark is a legally protected sign that identifies your goods or services and distinguishes them from those of others. It can include:

• A name or word (e.g., Nike, Etihad)
• A logo or image (e.g., Apple’s bitten apple)
• A slogan (e.g., “Have a break, have a KitKat”)
• A distinctive sound or symbol

When registered, a trademark gives you exclusive rights to use it for the goods or services you specify, and to stop others from copying or using it without permission.

Without a registered trademark, you only have limited protection under “passing off” laws, which are harder to enforce and often require lengthy legal proceedings to prove.

Quick fact: According to the World Intellectual Property Organization (WIPO), over 15 million trademarks are currently active worldwide — showing how crucial brand protection has become in a global economy.

Why Register a Trademark in Both the UK and UAE

For businesses operating between the UK and United Arab Emirates, dual registration offers strategic advantages:

• Cross-border brand consistency – Your name, logo, or slogan remains protected in both markets.
• Legal certainty – Each country’s law provides different enforcement powers and remedies.
• Investor and consumer trust – Registered marks project credibility to customers, partners, and investors.
• Franchise and expansion opportunities – Secure brand rights make it easier to franchise or license your business.
• Reduced legal risks – Avoids conflicts with local businesses that might register similar names.

At MAR Legal, we regularly assist UK companies expanding into the UAE and UAE-based entrepreneurs protecting their brands internationally.

Let’s look at how the process works in each jurisdiction.

Trademark Registration in the UK

The UK trademark system is governed by the Trade Marks Act 1994 and administered by the UK Intellectual Property Office (IPO).

Eligibility

You can apply as:

• An individual
• A company or partnership
• A trading entity planning to use the mark

Your trademark must be:

• Distinctive (not generic or descriptive)
• Non-deceptive (must not mislead)
• Unique (not identical or confusingly similar to an existing mark)

Step-by-Step UK Process

• Trademark Search
  Use the IPO trademark search tool to check for existing or similar marks.
• Select Classes
  You must classify your goods and services according to the Nice Classification system (there are 45 categories in total).
• Submit Your Application
  File your application online via the IPO portal.

1. £170 for one class
2. £50 for each additional class

• IPO Examination
  The IPO examines the application for legal compliance and conflicts.
• Publication Period
  If accepted, your mark is published in the Trade Marks Journal for two months. Others may oppose it during this time.
• Registration
  If no objections are raised (or resolved), your trademark is officially registered for 10 years and can be renewed indefinitely.

UK Trademark Example

A London-based tech firm called ByteBridge Ltd registered its name and logo under Classes 9 (software) and 42 (IT consultancy). When a competitor tried to launch ByteBridge Solutions, they were able to issue a cease-and-desist letter based on their registered rights, preventing confusion and protecting their brand integrity.

Trademark Registration in the UAE

In the UAE, trademarks are regulated by Federal Decree-Law No. 36 of 2021 on Trademarks, and registration is managed by the UAE Ministry of Economy.

Unlike the UK, there is no concept of “common law” trademark rights, registration is essential to secure ownership and enforce your rights.

This makes early registration especially important for expats, startups, and international investors operating in Dubai, Abu Dhabi, or other Emirates.

Step-by-Step UAE Process

1. Search and Clearance

Conduct a preliminary search with the UAE Ministry of Economy or through a lawyer to ensure no identical or similar marks exist.

2. Application Filing

Submit your application online through the Ministry of Economy’s portal. Required documents include:

• Trademark image or logo
• Applicant’s passport or Emirates ID
• Power of attorney (if applying through a lawyer)
• Commercial licence copy (for companies)

3. Examination by the Ministry

The Ministry reviews the application for compliance. If accepted, it moves to publication.

4. Publication in Local Newspapers

The mark must be published in two Arabic-language newspapers for public opposition (usually Al Khaleej and Al Watan).

5. Opposition Period

Third parties have 30 days from publication to file an objection.

6. Registration Certificate

If no opposition is filed (or it’s resolved), you receive your Certificate of Registration. UAE trademarks are valid for 10 years, renewable indefinitely.

UAE Trademark Fees (Approximate)

Step	Estimated Cost (AED)
Application Filing	750
Publication	1,000
Registration	5,000
Renewal (every 10 years)	6,700

(Figures as of 2025 – always confirm latest rates via the Ministry of Economy’s fee schedule)

Example: UAE Trademark Case

In 2023, a Dubai-based fitness brand named Zen Motion registered its logo and name. Later, another gym opened as Zen Moves. Because Zen Motion held an official UAE registration, they successfully filed a complaint through the Ministry of Economy and the competitor was required to change their name.

This demonstrates how registration in the UAE offers clearer, faster protection than relying on common law remedies like in the UK.

Key Differences Between the UK and UAE Trademark Systems

Feature	United Kingdom	United Arab Emirates
Governing Law	Trade Marks Act 1994	Federal Decree-Law No. 36 of 2021
Registry	UK Intellectual Property Office (IPO)	UAW Ministry of Economy
Basis of Rights	Common law & registration	Registration only
Opposition Period	2 Months	30 Days
Publication Medium	Trade Marks Journal	Two Arabic Newspapers
Duration	10 Years, Renewable	10 Years, Renewable
Language	English	Arabic (translation required)

International Protection via the Madrid Protocol

If your business operates globally, you can simplify the process by applying under the Madrid Protocol, which allows a single international application to cover multiple member countries — including both the UK and UAE.

You can file through the World Intellectual Property Organization (WIPO) or via your national office (the IPO or the UAE Ministry of Economy).

Benefits include:

• One application for multiple countries
• Cost-effective renewal and management
• Consistent protection across regions

However, each country’s office still has the final say on approval based on its local laws.

Common Mistakes to Avoid

1. Choosing a generic name – Descriptive terms like “Quality Cleaners” or “Best Food” will be rejected.
2. Skipping the search stage – Overlapping with existing marks can cause rejections or legal challenges.
3. Not translating your mark for the UAE – Arabic translations or transliterations may need separate registration.
4. Delaying application until launch – File early to secure your rights before marketing begins.
5. Assuming UK protection covers the UAE – Each jurisdiction requires separate registration.

You can read more in our companion article: Common Mistakes to Avoid When Filing a Trademark Application

Benefits of Working with a Legal Professional

While it’s possible to file a trademark application yourself, expert legal guidance helps you:

• Avoid errors in classification and description
• Conduct full pre-application clearance searches
• Prepare bilingual (English/Arabic) filings for the UAE
• Respond to oppositions or examiner objections effectively
• Manage renewals and cross-border strategy

How MAR Legal’s Legal Team Can Help

At MAR Legal, our UK and UAE-based lawyers provide comprehensive trademark support for both local and international businesses, from first-time applications to portfolio management.

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Further Resources on Trademarks

For more information and official guidance, visit:

UK Intellectual Property Office (IPO)
Official UK government body responsible for patents, designs, and trademarks.
(Use this when referencing UK registration or IPO processes.)

UAE Ministry of Economy – Trademark Services
The official portal for filing, publishing, and managing trademark applications in the UAE.
(Use this for all UAE trademark process references.)

Trade Marks Act 1994 (UK Legislation)
The primary legislation governing trademarks in the United Kingdom.
(Use this when referencing UK legal requirements, infringement rights, or duration of protection.)

Federal Decree-Law No. 36 of 2021 (UAE)
The key UAE legislation regulating trademarks, published by the Ministry of Justice.
(Use this for UAE legal context or rights enforcement details.)

WIPO Madrid System
Global system administered by the World Intellectual Property Organization (WIPO) for international trademark protection.
(Use this for references to cross-border or multi-jurisdictional registration.)

Business Companion – Intellectual Property Basics
UK government-backed resource offering plain-English guidance on intellectual property for small businesses.
(Use this for readers seeking simpler explanations or practical tips.)