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MISLEADING MARKETING: WHAT COMPANIES NEED TO KNOW
The Law as a Driver of Fair Competition
On 8 August 2025, the Government of Uzbekistan adopted Law No. ZRU-1080 “On Amendments and Additions to Certain Legislative Acts of the Republic of Uzbekistan.” This landmark reform represents a real breakthrough for businesses, as it streamlines intellectual property registration, shortens review timelines, removes unnecessary bureaucratic hurdles and introduces simpler mechanisms for paying patent fees. Equally significant, however, is its tougher stance on liability for violations.
The preamble to the Law makes its intentions clear. The reforms aim to raise business awareness, accelerate digitalisation and strengthen protection of intellectual property rights. This is particularly relevant in the sectors, where unfair competition has too often become a standard practice — the exhibition industry in Uzbekistan being a prime example. Have you ever observed such situations? Let us figure out why such changes are timely and how they will help addressing the real problems.
Industry Problems: When Brands Are Exploited Illegally
Uzbekistan’s exhibition industry is one of the key national economy drivers promoting investment, foreign partnerships and new opportunities for business growth. Yet in recent years, a troubling trend has emerged – the increasing violation of intellectual property rights. Some unscrupulous companies are misusing the established trademarks, logos, photographs, video materials and other intellectual property to mislead clients and capitalise on the reputation of others.
A common scheme illustrates the problem well. The competitors publish photographs of successful exhibitions on their own websites. In these photos, banners displaying well-recognised brands such as OGU, TIHE, UzBuild, or Aquatherm are clearly visible. These projects, many of which are officially approved by the Global Association of the Exhibition Industry (UFI), belong to reputable organisers such as Iteca Exhibitions, which has more than 30 years of experience in the field. As a result, potential exhibitors are getting confused about, who the real organizer is, and the reputation of the industry suffers.
Real-Life Examples: From Conflict to Dialogue
Unfortunately, the illegal use of intellectual property in Uzbekistan’s exhibition industry is not an isolated phenomenon. Several recent cases illustrate the scale of the problem.
In one instance, an exhibition company published photographs of a charity run on its website. In the background, some banners of Iteca Exhibitions were clearly visible. Despite repeated claims to remove the photos, the company refused, arguing that the photographs were “documentary” in their nature and carried no commercial intent. Yet the presence of protected trademarks created false associations, misleading potential participants and undermining brand integrity.
Another case involved a Turkish exhibition organiser operating in Uzbekistan, who continued to use the word element “Uzbekistan Bakery” in their promotional materials, despite the registered rights to “Bakery Uzbekistan” belonging to Iteca Exhibitions. Although the organiser eventually modified the logo after a formal claim, the contested name remained in use. Such cross-border disputes highlight that the challenge extends beyond Uzbekistan’s national boundaries.
But there are also some positive examples. The company GSEY GROUP demonstrated an ethical and constructive approach, when it was notified of a similar issue. Upon receiving a claim, the company promptly removed the disputed materials, issued an apology, and confirmed its respect for intellectual property. Their motivation was straightforward: to attract clients and promote their own products honestly, without misleading associations. This case proves that the dialogue and professional respect can be far more effective than legal battles.
How the New Law Changes the Situation?
Law No. ZRU-1080 is a timely response to the growing challenge of preventing intellectual property violations. By amending several key legislative acts, it not only simplifies the registration process for brands but also strengthens enforcement mechanisms. Registration will now be faster and less bureaucratic, with shorter review periods. Just as importantly, the Law introduces tougher sanctions for infringements, particularly in cases of repeated or coordinated violations.
For the established organisers such as Iteca Exhibitions, this legal reform provides a stronger set of protecting tools. The company already invests its significant efforts in monitoring online platforms, issuing formal claims, documenting infringements, and engaging with the regulators and courts. With the new legal framework, pre-trial resolutions should become quicker and more effective, while court proceedings are expected to deliver more consistent outcomes. It is worth noting that Uzbekistan already possesses a solid legal foundation for intellectual property protection. The Law on Advertising prohibits any imitation of third-party brands, while the Civil Code safeguards copyrights over banners, designs, and visual content.
Business Tips: How to Protect Yourself
To avoid becoming either a victim or an unintentional violator of intellectual property rights, companies can adopt several straightforward practices:
- Monitor the market: Regularly review competitors’ websites to ensure your trademarks, photos, or content are not being misused.
- Register your intellectual property: Take advantage of the simplified procedures introduced by the new Law to protect your trademarks more quickly and efficiently.
- Enforce your rights: Begin with a formal letter of claim, as the leading organisers such as Iteca Exhibitions do. In many cases, this step alone is sufficient to resolve disputes without litigation.
- Minimise risks: Concentrate on developing and promoting your own original projects rather than imitating the others.
Violations of the intellectual property rights do not only damage individual companies; they erode trust in the Uzbek market as a whole. When foreign partners encounter evidence of systemic dishonesty, they may reconsider their participation it the exhibitions.
The recent legislative reforms create the ground for a more transparent business environment—one in which fair competition is not only protected but actively encouraged. Such an environment fosters investor confidence and stimulates sustainable growth of innovations.
Iteca Exhibitions, together with other responsible industry players, calls on the market to embrace this opportunity: let us build our sector on a foundation of respect and dialogue. By focusing on the development of unique brands and solutions, Uzbekistan’s exhibition industry can transform into a true calling card of the country on the international stage effectively contributing to investment promotion and economic development.
