Аннотация
This article is devoted to a comparative legal analysis of trademark protection mechanisms in the Republic of Kazakhstan and the European Union. The relevance of the study is обусловлена the increasing number of infringements of exclusive rights in both jurisdictions, as well as the ongoing convergence of regional legal systems within the framework of the EAEU and their harmonization with international standards. The purpose of the study is to identify common approaches and key differences in enforcement practice and to formulate recommendations for improving Kazakhstani legislation, taking into account the experience of the EU. The methodological framework comprises comparative legal analysis, examination of judicial practice, and statistics. The article reviews key cases from Kazakhstan and precedents of the Court of Justice of the EU. Kazakhstan’s system effectively combats counterfeiting, while EU practice is more focused on protecting brand reputation and preventing actions that may undermine brand prestige; therefore, to incorporate European experience into Kazakhstan’s legislation, following measures are proposed: amend Article 43 of the Law on Trademarks, Service Marks, Geographical Indications and Appellations of Origin to include brand reputation protection; establish a procedure for the prompt removal of unlawful digital content; and strengthen pre-trial dispute resolution by developing mediation mechanisms.