Articles

Strengthening Indonesia’s First-to-File Trademark Regime through Consistent Registration Protection and Evidence-Based Well-Known Mark Exceptions

    Authors

  • Fenny Wulandari Faculty of Law, Universitas Pamulang, Banten, Indonesia
  • Muhamad Amirulloh Faculty of Law, Universitas Padjadjaran, Bandung, Indonesia
Published 23-09-2026
Section Articles

Abstract

ABSTRACT
This study examines the need to strengthen Indonesia’s first-to-file trademark regime through consistent registration protection and evidence-based exceptions for well-known marks. The legal problem arises from the tension between a system that prioritizes the first applicant and the continued protection of unregistered well-known marks, particularly foreign trademarks, which may challenge existing registrations. This inconsistency creates legal uncertainty and potential unfairness for registered trademark owners. The study aims to analyze the regulation of well-known trademarks and the implementation of the first-to-file principle in Indonesia, especially in cases involving bad-faith registration. Its novelty lies in emphasizing the need to reconcile Article 76 of Law No. 20 of 2016 with the first-to-file doctrine by requiring clear evidentiary standards for well-known mark exceptions. Using a normative legal research method, this study analyzes statutes, legal doctrines, and court decisions, supported by a comparative legal approach. The findings show that Indonesian courts protect well-known marks against bad-faith registration, as reflected in the Yoshikawa Corporation v. Suko Martin and Toyota Motor Corporation v. Marzuki Tan cases. This study argues that Indonesia should strengthen registration-based protection while applying well-known mark exceptions only through objective and evidence-based assessment.

    Keywords

  • first to file
  • strengthening
  • trademarks regime
  • well-known marks

References

  1. Ananta, Priska Maulidina Ayu, and Kholis Roisah. “Perlindungan Merek Terkenal Asing di Indonesia: Telaah Yuridis atas Praktik Pengadilan Niaga: Protecting Well-Known Foreign Trademarks in Indonesia: A Juridical Analysis of Commercial Court Practices.” Semarang Law Review (SLR) 7, no. 1 (2026): 41–62.
  2. Batubara, Dinda Aprilia, O. K. Saidin, and Edy Ikhsan. “Legal Protection of Well-Known Marks Against Passing Off: A Comparative Perspective.” Jurist-Diction 8, no. 3 (2025): 301.
  3. Bhavana, S. “The Analysis on Intellectual Property Rights and Fashion Industry.” Issue 6 Int’l JL Mgmt. & Human 7 (2024).
  4. Cahyani, Vanny Fiandra, and Laina Rafianti. “Urgensi Pendaftaran Warna sebagai Potensi Merek Dagang Berdasarkan Undang-Undang Nomor 20 Tahun 2016.” Jurnal Hukum, Politik daan Ilmu Sosial 3, no. 1 (2024): 170–82.
  5. Dharmawan, Ni Ketut Supasti, Made Suksma Prijandhini Devi Salain, Putu Aras Samsithawrati, and Annalisa Yahanan. “Beyond Territoriality: Assessing the Effectiveness of the Madrid System for Trademark Protection in Indonesia.” Sriwijaya Law Review, 2026, 1–20.
  6. Fitriani, Selvi Nurma, Dyah Ochtorina Susanti, and A’an Efendi. “Perlindungan Hukum Pemegang Hak Merek yang Sesuai dengan Karakteristik Hak Merek.” Jurnal Rechtens 11, no. 2 (2022): 239–56.
  7. Gunawan, Sebastian Putra, Lucianus Budi Kagramanto, and Endang Prasetyawati. “Legal Consequences of Mark Cancellation of Brand Licensees”.” International Journal of Social Science Research and Review 6, no. 3 (2023): 368–76. https://doi.org/10.47814/ijssrr.v6i3.1068.
  8. Gunawan, Yusuf. “Global Brand Dilution dan Pengakuan Internasional: Harmonisasi Perlindungan Merek Terkenal dalam TRIPS Agreement dan Madrid Protocol.” IBLAM Law Review 6, no. 1 (2026): 239–54.
  9. Hardina, Tati Sri. “Legal Protection of Famous Trademark Disputes Registered Under the Law (Case of Polo by Ralph Lauren Trademark Dispute).” International Journal of Social, Policy and Law 4, no. 3 (2023): 52–66.
  10. Harmeling, C M, J W Moffett, and M J Arnold. “Toward a Theory of Customer Engagement Marketing.” J. of the Acad. Mark. Sci 45 (2017): 312–335. https://doi.org/10.1007/s11747-016-0509-2.
  11. Harwanto, Edi Ribut, and Samsul Arifin. “Legal Protection of Unregistered Marks in Indonesia.” Journal of Humanities, Social Sciences and Business (JHSSB) 2 (2022): 128.
  12. Himanshu, Ranjan. “Trademark Confusion in the Era of Big Data Algorithmic Branding: Consumer Decpetion and Conpetition Law Challenge.” In AI Transformations in Global Legal Systems, 157–96. IGI Global Scientific Publishing, 2026.
  13. “Kementerian Hukum Republik Indonesia Direktorat Jendral Kekayaan Intelektual,” n.d.
  14. Krasnikov, Alexander, and Satish Jayachandran. “Building Brand Assets: The Role of Trademark Rights.” Journal of Marketing Research 59, no. 5 (2022). https://doi.org/10.1177/00222437221097.
  15. Laustsen, Rasmus Dalgaard. The Average Consumer in Confusion-Based Disputes in European Trademark Law and Similar Fictions. Swiss: Springer International Publishing, 2020.
  16. Lestari, Widya Annisa Pudji, Yuniar Rahmatiar, and Muhamad Abas. “Perlindungan Hukum terhadap Merek Terkenal atas Permohonan Merek yang Diajukan dengan Itikad Tidak Baik (Studi Putusan Nomor 1850 K/Pdt. Sus-HKI/2022).” Jurnal Ilmiah Advokasi 13, no. 3 (2025): 779–96.
  17. Masnun, Muh Ali, Dicky Eko Prasetio, and Mohd Badrol Awang. “Reconstructing Indonesia’s Trademark Registration System through the Lens of General Principles of Good Governance to Realize Substantive Justice.” Journal of Law and Legal Reform 5, no. 3 (2024).
  18. Mastracci, Marco. The International Distribution Agreement: A Practical Approach to Transnational Contracting across the European Union, the United States and Latin America. Universal-Publishers, 2020.
  19. Mustomi, Otom, Ratna Galuh Manika Trisista, Abdul Haris, and Rd. Heri Solehudin. “Legal Protection of Intellectual Property Rights in the Field of Trademarks Registered in Indonesia.” AMCA Journal of Community Development 5, no. 1 (2025): 14–21.
  20. Nahdliyah, Hadziqotun, Muhammad Chusnul Khitam, and Rika Izatul Fitri. “Legal Protection for the Owner of Brand Rights According to Law Number 20/2016 of Trademark and Geographical Indication (Trademark And Geographical Indication).” Jurnal Independent 13, no. 1 (2025): 56–64.
  21. Negara, Tunggul Ansari Setia. “Normative Legal Research in Indonesia: Its Originis and Approaches.” Audito Comparative Law Journal (ACLJ 4, no. 1 (2023): 1–9.
  22. Permata, Rika Ratna. “Unregistered Well-Known Mark Protection in Indonesia,” 2014. https://doi.org/10.2139/ssrn.2860059.
  23. Prakoso, Donny Agus. “Legal Protection of Famous Brands Based on Law Number 20 Of 2016 Concerning Brands and Geographical Indications.” Journal Equity of Law and Governance 4, no. 1 (2024): 52–62.
  24. Pratama, Revie Rachmansyah, and Kholis Roisah. “Hubungan Hukum terhadap Kepemilikan Hak Cipta yang Dijadikan Merek bagi Pencipta dan Pemegang Merek.” Jurnal USM Law Review 8, no. 1 (2025): 65–85.
  25. Rafianti, Laina, Mursal Maulana, M. Amirulloh, Aam Suryamah, Helitha Novianty Muchtar, Rahmanisa Purnamasari Faujura, Farah Azzahra Reynaldi, and Puja Anudiwanti. “Sosialisasi Pemberdayaan Kewirausahaan di Kabupaten Indramayu melalui Sosialisasi Hukum Merek dan Indikasi Geografis.” Agrikultura Masyarakat Tani 2, no. 2 (2025): 54–64.
  26. Rembonita, Trisa, and Fokky Fuad Wasitaatmaja. “Public Domain As Indonesia’s Trademark Law In The Utilitarian’s Perspective.” International Journal Multidisciplinary Science 3, no. 2 (2024): 09–19.
  27. Salsabila, Shafa, Ahmad M. Ramli, and Rika Ratna Permata. “Pelindungan Merek terhadap Penyesatan Afiliasi Merek dalam Dunia Digital Berdasarkan UU Merek dan UU ITE.” Media Hukum Indonesia (MHI) 2, no. 2 (2024): 15–25.
  28. Savira, Elsa, Runtung Sitepu, Jelly Leviza, and Muhammad Hawin. “Good Faith over First Filing: Rebalancing Formal Certainty and Substantive Justice in Indonesian Trademark Law.” Veredas Do Direito 23, no. 10 (2026).
  29. Sihotang, Roymartin, Didik Suhariyanto, and Puguh Aji Hari Setiawan. “Perlindungan Hukum Merek Terdaftar dalam Sengketa Pelanggaran Merek di Indonesia.” Viva Themis: Jurnal Ilmu Hukum Dan Humaniora 8, no. 2 (2025): 514–26.
  30. Siregar, Dahris. “Legal Assessment of Default in Treaty Law from the Perspective of Contractual Freedom on the Protection of the Parties’ Rights.” Rechtenstudent 7, no. 2 (2026): 103–14.
  31. Winata, Henry, and Satino. “Kritik Yuridis terhadap Sistem First to File pada Perlindungan Hukum Merek Indonesia.” Jurnal USM Law Review 8, no. 3 (2025): 2178–97.
  32. Winatha, I. Gede Mahatma Yogiswara, AA Gede Agung Indra Prathama, and Putu Chandra Kinandana Kayuan. “Comparative Analysis of Legal Protection and Criteria of Well-Known Marks (Indonesia, United States, India, China, and Germany).” Audito Comparative Law Journal (ACLJ) 4, no. 1 (2023): 43–54.
Issue Vol. 11 No. 1 (2026): Jurnal Bina Mulia Hukum Volume 11 Number 1 September 2026

License

Copyright (c) 2026 Fenny Wulandari, Muhamad Amirulloh

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.