Brand Protection Training

UAE Brand Protection Training Report – October 2025 

Travel Sentry participated in the Annual Brand Protection Training for UAE Enforcement Authorities, organized in partnership with ATB Intellectual Property LLC. The training focused on equipping enforcement officers with practical skills to identify counterfeit travel security products. 

Dubai was selected as Travel Sentry's training venue given its status as a global travel hub and strategic importance to the brand over the next year.  

The presentation combined classroom learning with hands-on demonstrations, covering: 

• Authentication Features – Distinctive characteristics of genuine Travel Sentry locks 
• Counterfeit Detection – Practical differentiation techniques between genuine and infringing products 
• Market Intelligence – Case examples from recent Dubai market findings 
• Interactive Exercise – Guided examination and identification of infringing locks 

Officer Engagement: The session generated significant interest, with officers actively participating in discussions and identification exercises. Their thoughtful questions demonstrated strong commitment to IP enforcement. 

Critical Discussion Point: A question during the Q&A highlighted an important enforcement consideration: "If luggage displays the Travel Sentry logo but is counterfeit, should seizure apply to the entire bag or only the lock?" 

This question underscored a unique aspect of Travel Sentry's brand protection - unlike typical counterfeit cases involving only product branding, Travel Sentry protection encompasses both the lock's functionality and the luggage bearing the trademark. 

In response to learnings from the session, Travel Sentry has initiated steps to strengthen and expand its trademark protection framework in the UAE, ensuring broader legal coverage and more effective enforcement support. 

The training reinforced the value of collaboration between brand owners and UAE enforcement agencies in protecting intellectual property. The officials' keen interest and engagement confirmed the importance of continued training initiatives for effective IP enforcement across the region. 

Note: The broader training series spanned four Emirates (Dubai, Abu Dhabi, Sharjah, and Ajman) and included 27 participating brands across various industries.