Speed Is the Key to Register Trademarks Under Canada’s New Law

New Canadian trademark rules make it easier for U.S. multinationals to protect their brands in that country—if they act fast.

The rules, which take effect June 17, allow trademarks to be registered in Canada without showing proof of use. The greater ease of registration means multinationals should hurry to protect their brands before other entities register the mark first, trademark attorneys say.

“Some are heeding the warning, but others will call us after D-Day,” Paul Bain, a partner in Toronto with Dickinson Wright LLP, said.

Registering before the June 17 can help multinationals fend off trademark assertion entities, which register ...