UAE Overhauls Trademark System: Lower Fees, Faster IP Protection Services

In October 2025 the UAE has introduced trademark reforms with reduced fees, new services, and expedited procedures to enhance accessibility and strengthen IP protection. These changes aim to support SMEs, foster innovation, and align the nation’s IP framework with global best practices.

In October 2025, the United Arab Emirates implemented a comprehensive reform to its trademark fee and service structure, pursuant to Cabinet Resolution No. (102) of 2025 (hereinafter, “Resolution No. 102”). Spearheaded by the Ministry of Economy and Tourism, the initiative introduces significant fee reductions, new service offerings, and procedural enhancements aimed at fostering innovation, empowering entrepreneurs, and enhancing the inclusivity of the country’s intellectual property (IP) ecosystem.

This reform aligns with the UAE’s broader strategic vision under We the UAE 2031, which positions IP as a key enabler of a knowledge-based and globally competitive economy. As confirmed by Ministry officials, these updates not only reinforce the UAE’s reputation as a regional innovation hub, but also contribute meaningfully to national economic growth and IP accessibility for all sectors.

Background and context

The UAE has been steadily strengthening its IP system as part of its push to become a regional innovation and business hub. In recent years the government rolled out reforms like a Geographical Indications (GI) system for unique local products and joined the Madrid Protocol in 2021 (allowing UAE-brand owners to seek international trademark protection).

Officials frequently stress that new measures are benchmarked against international best practices, aiming to consolidate the UAE’s “innovative ecosystem”. These trademark changes build on initiatives such as the One Day TM Initiative and AI-powered IP services, which were launched to boost efficiency and digitalize trademark filings. C

Combined with the UAE’s strategic We the UAE 2031 vision for a diversified knowledge economy, the reforms signal a major upgrade to the country’s IP infrastructure. By making trademark protection faster and more affordable, the UAE seeks to help more businesses, from local SMEs to global brands, secure and exploit their brands in the market.

Key changes introduced

Fee reductions and exemptions

A cornerstone of the UAE’s trademark reform is the implementation of a progressive fee reduction and exemption framework designed to support entrepreneurs, small businesses, and underrepresented communities. In accordance with Resolution No. 102, members of the National Programme for Small and Medium Enterprises (SMEs) are now eligible for a 50 percent reduction in all trademark service fees. In parallel, “People of Determination” are granted a full exemption from fees related to trademark filings and associated services.

This policy measure is aligned with the UAE’s national vision to foster inclusive economic participation and enable innovation at all levels of the business ecosystem. By substantially lowering the financial entry point to trademark protection, the government aims to stimulate IP registration activity among startups, family businesses, and emerging entrepreneurs.

For instance, an eligible SME can now register a trademark for AED 2,875 (approximately US$783), down from the standard fee of AED 5,750 (approximately US$1,566). While larger corporations and foreign applicants remain subject to the full prescribed rates, the incentive structure is expected to drive a significant increase in domestic filings and broaden the diversity of trademark ownership across sectors.

New services introduced

The reform adds seven new trademark services (with official fees) to the UAE system. These include:

• GI registration (AED 6,500, or US$1,769.91): The UAE now protects GI products, goods whose quality or reputation is linked to a specific place (think of Champagne or Darjeeling tea in other countries). For Emirati businesses, this means local foods, handicrafts or agri-products can gain brand protection under the “GI” label, helping preserve cultural heritage and assure consumers of authenticity.
• One-day trademark examination (AED 2,250, or US$612.66): Brand owners can pay a premium to fast-track examination. An application flagged for this service will be reviewed within one business day, a massive acceleration from the normal timeline. According to the UAE’s IP officials, this express option “cuts processing times” substantially, offering instant clarity on whether a mark is approved (traditional examination, by contrast, can take weeks). This is valuable for companies racing to launch new products or services, as it reduces uncertainty and speeds entry to market.
• Grievance against trademark cancellation (AED 5,000, or US$1,361.47): If a previously registered mark is cancelled (for instance, for non-use or a successful challenge), this new service allows the owner to file a formal grievance against that cancellation decision.
• Conversion of a national trademark to international (AED 400, or US$108.92): Now that the UAE is part of the Madrid System, a UAE-registered trademark application can be converted into an international application (via WIPO) for just AED 400 (US$108.92). In practice, this means a local business with a UAE mark can easily extend protection to other countries by using the UAE filing as the basis, a much cheaper and simpler route for global branding.
• Trademark agent registration renewal (branch of a foreign company) (AED 7,500, or US$2,042.21): This new fee covers the renewal of an agent’s license when that agent is tied to a foreign company branch operating in the UAE.
• Grievance against trademark registration refusal (AED 5,000, or US$1,361.47): Applicants who had their trademark application refused can now file a grievance with the Ministry, paying AED 5,000 (US$1,361.47), to contest the refusal.
• Examination and study of claims (AED 2,250, or US$612.66): This covers formal review of any infringement complaints or similar claims relating to a trademark.

Each service fills a gap in the old system. For example, the complaint and grievance processes were largely manual or informal before; now they follow a clear fee-based route. Overall, the new services bring the UAE’s trademark framework closer to international norms (many jurisdictions charge similar appeal or expedited-processing fees).

Simplified renewal structure

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The Resolution No. 102 also overhauls renewal fees for clarity and fairness. Previously the rules had multiple overlapping categories for late renewals and monitoring marks, which caused confusion. The new structure consolidates these into two tiers. For a standard trademark renewal during the final year of its protection, the fee is now AED 5,750 (US$1,565.69); if renewed in the six months after expiry, the fee is AED 6,500 (US$1,769.91).

Likewise, a “monitoring and inspection” mark (a special type of trademark) renewal is AED 8,250 in the final year or AED 9,750 (US$2,654.87) after lapse.

In short, the fee schedule is shorter and more transparent. Rights-holders will now clearly know the difference between on-time vs. late renewals, reducing the risk of costly oversights. This simplification should lessen administrative burdens for businesses and agents tracking clients’ renewal windows.

Strategic and economic implications

These changes have significant strategic and economic implications for the UAE. By making IP protection more affordable and efficient, the government is explicitly targeting an uptick in innovation and investment. Ministers point out that strong IP incentives send a signal of openness: as one official put it, the reforms will “enhance the UAE’s attractiveness to international investors, attracting global companies, and supporting SME owners and people of determination”. In practical terms, cheaper trademark fees and faster service make the UAE market more welcoming to foreign brands and startup founders alike.

The early results suggest this strategy may already be paying off. In H1 2025, national and international trademark applications surged 129 percent year-on-year (to 19,957 applications versus 8,711 in H1 2024). By September 2025, the cumulative number of registered UAE trademarks (domestic and Madrid extensions) had topped 402,311 (an all-time high). This explosive growth underscores strong interest from local and overseas rights-holders, and it highlights how IP is becoming a bigger piece of the UAE’s economy. For context, a few years ago this number was under 200,000; the recent jump reflects both the fee reform and broader government emphasis on IP.

Different stakeholders will feel these effects in different ways:

• SMEs and local entrepreneurs: For a small business owner, a 50 percent fee cut is immediate savings. An SME launching a brand now spends roughly half of what a large corporation would. Combined with the ability to pay one low per-class fee rather than multiple, and to use quick “one-day” clearance, trademark protection is now within practical reach. The cheaper cost and faster timeline could lead more small players to register their brands early (an important advantage for market entry). Overall, this inclusion boost should help domestic SMEs formalize and scale up their IP portfolios.
• Foreign brands and investors: Global companies eyeing the region will welcome the clarity and speed. With easier renewal rules and a one-day exam option, international brand owners gain greater predictability. The conversion-to-international service (AED 400 or US$108.92) is especially useful: a multinational with a UAE filing can now ‘upgrade’ it to an international application (via the Madrid system) at minimal cost. This aligns with how companies plan regional rollouts of brands. In sum, the reform reduces some of the friction that foreign firms face in protecting trademarks here, making the UAE more competitive as a base for doing business in the Middle East.
• Brand owners of origin-based products: UAE businesses selling local specialties (such as dates, cheeses, or perfumes) now have a formal way to label and protect their regional brands via the new GI registration. This could help exporters of high-quality “Made in UAE” goods stand out, as GI status is recognized internationally (similar to appellations or origin marks). It may also benefit tourism and agriculture by marketing unique national products.
• IP professionals and agents: The uptick in services means more work for local IP firms and consultants. Agents should proactively advise clients on the discounted fees and new options. For example, firms can market the one-day exam to urgent clients, help SMEs register for the SME programme to grab the discounts, and handle GI filings for producers.

Regionally, the UAE is likely now among the most business-friendly Gulf IP regimes. Other GCC countries have various incentives, but the UAE’s package of discounts plus accelerated services is unusually comprehensive. This could draw more trademark filings to the Emirates, especially by companies that previously handled Middle East filings in places like Saudi Arabia or Oman. Sectors poised to benefit include technology startups, luxury and consumer brands, and even emerging fields (such as halal products and green tech) that the UAE is promoting under initiatives like UAE Innovates and the new Green IP roadmap.

Considerations and caveats

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While the reduction in trademark fees marks a significant step toward greater accessibility, it is important to acknowledge that it does not eliminate all associated costs. Even with the 50 percent discount available to SMEs, applicants must still account for legal advisory fees and class-based charges, as the UAE trademark system requires separate filings for each class of goods or services.

Moreover, although the revised fees are competitively positioned within the region, they may still exceed those found in some Western jurisdictions, making the savings relative rather than absolute.

From an operational standpoint, the implementation of certain new services, particularly the One-Day Trademark Examination, warrants continued observation. While initial feedback from stakeholders has been generally positive, the consistency of expedited turnaround times and the substantive quality of examination remain critical success factors that will need to be monitored over time.

Practical guidance and key takeaways for businesses

In light of the October 2025 trademark reforms, businesses with commercial interests in the UAE are encouraged to reassess and update their intellectual property strategies to take full advantage of the enhanced framework. The following practical steps may assist rights-holders and prospective applicants in navigating the new regime effectively:

• Determine eligibility for fee reductions or exemptions: Enterprises registered under the National Programme for SMEs should confirm their eligibility for the 50 percent fee reduction across all trademark services. Similarly, individuals qualifying as People of Determination are entitled to a full exemption. Applicants are advised to engage with a qualified local trademark agent to validate their status and compile any necessary documentation in advance of filing.
• Utilize the One-Day Examination service where appropriate: Businesses with time-sensitive brand launches or product clearances may benefit from the One-Day Examination service. While this expedited process offers considerable time savings, it is essential to weigh the premium against operational priorities and filing complexity.
• Consider international expansion through trademark conversion: Trademark owners with domestic UAE registrations intending to expand globally should evaluate the service enabling conversion to an international application under the Madrid Protocol. This route may offer significant efficiencies compared to initiating separate national filings across jurisdictions.
• Assess the suitability of GI registration: Producers of geographically distinctive goods, such as regional foodstuffs, beverages, and artisanal products, may find strategic value in obtaining GI protection. Consultation with an IP professional is recommended to confirm eligibility and compile the required supporting evidence.
• Plan renewals with precision: The restructured renewal fee schedule introduces clearly defined tiers based on timing. Rights-holders should ensure timely renewal of marks within the final year of protection to benefit from the standard rate and avoid the increased fee applied during the six-month grace period. Internal protocols should also be updated to reflect the revised renewal categories for monitoring and inspection marks.

Overall, given the breadth of procedural and fee-related changes, applicants are strongly advised to consult UAE-based trademark attorneys or agents familiar with the current legal and administrative framework. Legal counsel can assist in navigating the Ministry’s online filing system, interpreting eligibility under the new provisions, and addressing transitional issues—such as whether existing or pending applications should be amended to benefit from the updated regime.

By adopting a proactive and well-informed approach, businesses can enhance the efficiency and cost-effectiveness of their trademark strategies under the reformed framework. Early adoption may offer meaningful advantages, including expedited brand clearance, reduced fees, and stronger positioning within the UAE’s rapidly maturing intellectual property environment.

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