Thailand Drives Trademarking of ‘Sound Marks’ to Shield Brands from AI Deepfakes
The Department of Intellectual Property urges companies and celebrities to secure audio rights as voice-cloning technology threatens brand identity
- Thailand's Department of Intellectual Property is urging businesses and celebrities to register "sound marks" like jingles, vocal phrases, and unique laughs.
- The initiative aims to create a legal defense against the rising threat of AI-powered deepfakes and voice-cloning technology that can damage brand identity.
- Thai law already protects distinct audio signatures, and hundreds of applications have been filed by domestic companies and public figures to secure their sonic assets.
- By trademarking sounds, creators can mitigate the risk of AI misappropriation while gaining a competitive edge in the digital marketplace.
The Department of Intellectual Property urges companies and celebrities to secure audio rights as voice-cloning technology threatens brand identity.
Thailand's Department of Intellectual Property (DIP) is urging local businesses and creators to register "sound marks" to protect their commercial identity and build a legal shield against artificial intelligence and deepfake voice-cloning technology.
The government-led push targets non-traditional trademarks, such as jingles, app launch sounds, and signature vocal phrases. Intellectual property officials argue that audio branding has become a vital asset in the digital economy, helping consumers instantly link specific sounds to products and services.
Auramon Supthaweethum, director-general of the DIP, highlighted that global stars like Taylor Swift have already legalised their vocal property by registering phrases like "Hey, it's Taylor Swift" with the US Patent and Trademark Office.
She warned that as generative AI increasingly masters the ability to seamlessly mimic human voices, businesses face a rising risk of identity theft, commercial exploitation, and consumer confusion if their audio assets remain unprotected.
Thai trademark law fully protects distinct audio signatures—including human voices, melodies, and animal sounds—provided they do not directly describe the product's qualities or stem from its natural operation.
Official figures reveal that Thailand has accumulated 494 sound mark applications since legal provisions were introduced, with domestic businesses accounting for 88.7 per cent of the filings. While 114 marks have been successfully registered, 138 applications remain under review.
The corporate push is led by Galin E-Commerce, which holds seven applications, followed by fertilizer firm Fah Arun Phuetphon Phuea Thai and consumer goods manufacturer Uni-Charm.
The trend is also catching on among public figures; prominent media personality DJ Nui has filed an application to trademark his signature laugh, signaling a major shift towards non-traditional copyright management.
The DIP is now advising creators to integrate audio protection into their broader commercial strategies. By securing exclusive rights to their sonic assets, the department noted that businesses could mitigate the growing risk of AI misappropriation while securing a distinct competitive edge in an overcrowded digital marketplace.
