<![CDATA[Advances in information technology have driven the transformation of trade activities into online marketplace platforms. On the other hand, this situation has also increased the potential for brand counterfeiting practices, which can lead to trademark infringement. This study aims to analyze the forms of legal protection for trademark rights and examine efforts to combat brand counterfeiting practices in e-commerce. The research method used is descriptive with a normative-juridical approach, through an analysis of relevant laws and regulations and other secondary legal materials. The results indicate that while normatively, trademark protection has been comprehensively regulated, its implementation still faces various obstacles, including limited oversight and low legal awareness among business actors. Therefore, trademark registration is necessary as a basis for legal protection against counterfeiting, as well as law enforcement and filing lawsuits for trademark infringement. ]]>
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