Businesses, government offices and entire countries have been thrown into turmoil by the Covid‑19 pandemic that has swept the world, causing global disruptions on a scale without precedent in the modern, technological era.

But the Israel Trademarks Office (ITO) has been a beacon of light – a shining example of how it is possible not merely to cope with this kind of pandemonium, but even to leverage the situation for the better.

Throughout 2020 and 2021, ITO has continued to provide a full set of services, allowing businesses to continue to register, protect and maintain their trademarks. Contrary to the phenomenon we have experienced with a very large proportion of trademark authorities around the world, services at ITO have not been delayed during this time. In fact, quite the opposite. If anything, we have witnessed increased efficiency and swifter responses.

This considerable achievement has of course been invaluable to trademark practitioners, in enabling them to carry on their business even during the worst of the lockdowns and disruptions. But it has also lent considerable support to the commercial enterprises, in Israel and abroad, who seek to protect their brands.

I'm sure we have all noticed how the waves of dismissals and closures have been met with an impressive and defiant response among the entrepreneurial community. Businesses and individuals alike have pressed "reset" and found ways to support themselves during these difficult times. We have seen a clear increase in individuals who have become traders on Amazon and other platforms; and businesses which have entered new areas, designed to address a new set of needs, created by the changing work environment. Many of these have understood the importance of trademark registration, and ITO has "stayed open" to facilitate this trend.

Israel is a small country, with considerably less resources than, say, the United States. So, it is all the more admirable that while USPTO waiting times have increased quite dramatically during this period, ITO has continued to provide its services at the same, or even enhanced, levels of efficiency.

We can often be quick to criticize the authorities when things don’t work properly. It is only fair that we acknowledge them when they get it right, too.

Aryeh Reif, Adv,
Founding Partner
Reif & Reif, Law Offices