How to protect your brand and online store from Czech copycats

|Attorney|Czech Bar Association Reg. No. 14692

Published:3/22/2026Updated:6/30/2026

The Czech e-commerce market is booming, but so is the threat of counterfeit goods, trademark infringement, and unauthorized sellers exploiting your brand reputation. In the last year alone, Czech authorities seized tens of thousands of counterfeit products, with major international brands among the most targeted. If you operate in the Czech Republic or sell to Czech customers, you need a concrete strategy to protect what you've built—not just legally, but also commercially.

Key takeaways

Brand protection requires active enforcement: Trademark registration is only the first step. You must monitor and enforce.

Complexity creates risk: Procedural deadlines (3 months for opposition, 7 days for preliminary injunctions) are strict. Professional counsel minimizes the risk of forfeiture.

DSA provides new tools: The Digital Services Act mandates platform cooperation, but you must know how to utilize "Notice and Action" mechanisms effectively.

International scope : Use EUIPO for EU-wide cover and Madrid Protocol for global reach.

Regulatory compliance: Be aware of consumer protection laws regarding reviews and unfair commercial practices.

ARROWS law firm

245 007 740 consultation@arws.cz

Conclusion

Protecting your brand in the Czech Republic involves continuous monitoring, rapid response, and navigating a mix of Czech Civil Code, Trademark Act, and EU regulations like the DSA.

ARROWS Law Firm has extensive experience helping companies protect their brands in this market. We combine deep knowledge of local law with an understanding of international business needs.

Whether you are dealing with counterfeits, domain disputes, or need a proactive strategy, contact us at consultation@arws.cz.

FAQ – Frequently asked legal questions

1. If I find counterfeit products being sold on a Czech marketplace, what's the first step?

Document everything (screenshots, URLs). Then, decide whether to use the platform's reporting tool, send a cease and desist letter, or contact the CTIA. For advice on the most strategic first move, contact ARROWS Law Firm.

2. Does trademark registration in the EU protect me in the Czech Republic?

Yes, an EUIPO registration covers the Czech Republic. However, national registrations can be strategically useful for specific national enforcement or cost reasons if you only trade in CZ.

3. How long does it take to obtain a preliminary injunction?

In IP cases, the court must decide within 7 days of filing the motion. This requires a robust, evidence-backed application.

4. What is the difference between counterfeits and gray market goods?

Counterfeits are fakes. Gray market goods are genuine products sold without authorization. Counterfeits infringe trademark law. Gray market goods entering from outside the EEA infringe trademark law; those from within the EEA usually do not (due to exhaustion of rights), unless legitimate reasons exist (e.g., damage to brand image).

5. Can I sue a marketplace directly?

Under the DSA, marketplaces have liability exemptions if they act quickly to remove illegal content upon notice. If they fail to do so, or if they act as an active seller, they may be liable.

6. What happens to seized products?

They are typically destroyed at the offender's expense or, in rare cases, used for humanitarian aid (with branding removed). You do not get the products, nor automatic financial compensation from the seizure itself—that requires a separate claim.

ARROWS law firm

245 007 740 consultation@arws.cz

About the author

Mgr. Vojtěch Sucharda

Associate, partner

LinkedIn|Czech Bar Association Reg. No. 14692

Managing Partner ARROWS International | Head of Legal Practice Group ETL Global

sucharda@arws.cz 245 007 740

Read also:

Disclaimer:

The information contained in this article is for general informational purposes only and serves as a basic guide to the issue as of 2026. Although we strive for maximum accuracy, laws and their interpretation evolve over time. We are ARROWS Law Firm, a member of the Czech Bar Association (our supervisory authority), and for the maximum security of our clients, we are insured for professional liability with a limit of CZK 400,000,000. To verify the current wording of the regulations and their application to your specific situation, it is necessary to contact ARROWS Law Firm directly (consultation@arws.cz). We are not liable for any damages arising from the independent use of the information in this article without prior individual legal consultation.