The UK Intellectual Property Office (UKIPO) has confirmed that series trade mark applications will be abolished in the near future. While an exact date has not yet been announced, the change is expected as early as winter 2025 - and the UKIPO has already tightened its approach on what qualifies as a valid series application.
The move follows a consultation aimed at simplifying the UK trade mark system to align it more closely with international practice.
Importantly for businesses, existing series registrations will remain valid and will not be impacted by this change, with the series mark service only being abolished for new applications.
However in the future, for trade mark owners that have relied on series applications to protect minor variations of their branding, the UKIPO’s decision to abolish this option represents a significant procedural shift.
What Are Series Applications?
A series application allows applicants to register up to six variations of a trade mark under a single filing, provided the marks resemble each other in their essential elements and differ only in minor, non-distinctive features such as colour, font, or layout. This system, unique to the UK and a few other jurisdictions, has offered a cost-effective way to protect several versions of a trade mark without paying separate filing fees.
However, the UKIPO has recently become stricter in assessing whether marks genuinely qualify as series, and soon this filing route will disappear altogether.
Why Is the UKIPO Removing Series Applications?
This development forms part of the IPO's wider digital transformation programme, which aims to create a fully digital IP service by the end of 2025. While the reforms are designed to streamline processes and improve efficiency, they also bring greater automation and less flexibility in areas such as series filings.
The UKIPO’s consultation also identified several challenges with the current system for series applications. One of the most significant issues is the complexity of examination. Deciding whether marks are similar in “material particulars” often proves difficult in practice, leading to inconsistent decisions, disputes, and delays. This complexity not only affects applicants but also places a considerable burden on examiners.
Another concern is legal uncertainty. Series marks can create ambiguity around the scope of protection, making enforcement more complicated. When a series contains multiple variations, it is not always clear which elements are protected and to what extent, which can undermine confidence in the system.
The UKIPO also highlighted the need for international alignment. Most jurisdictions, including the EUIPO, do not permit series filings. Maintaining a system that is unique to the UK adds unnecessary divergence and complexity for trade mark owners operating internationally.
Impact on Trade Mark Owners
Once series applications are abolished, each variation of a trade mark will require its own separate application, resulting in higher filing and renewal costs.
Trade mark owners should review their trade mark portfolios now to identify any existing series marks and assess whether additional filings will be needed to maintain full protection. This is especially important for trade mark owners using multiple versions of their branding across different products or industries.
It may also be worth reconsidering your brand strategy. In some cases, adopting a single, consistent mark could simplify enforcement and reduce costs. Where variations remain essential, planning and budgeting for separate filings will be key.
Practical steps
If you are considering registering a series of trade marks, it is important to act quickly. The UKIPO has confirmed its intention to abolish series applications, so filing as soon as possible could save you both time and money. Once the change takes effect, each variation of your mark will require a separate application, which will inevitably increase costs.
Looking ahead, trade mark owners should also budget for additional filings in 2026 and beyond, particularly if their branding strategy relies on multiple colours, layouts, or fonts. Planning for this now will help avoid unexpected expenses later.
Finally, seek professional advice to ensure your trade mark portfolio remains cost-effective and fit for purpose.
Our legal experts at Thorntons are highly skilled in this practice, and are available to discuss how these changes affect your portfolio. They will also guide you on the best strategy moving forward.
