On 4 June 2026, the new Rules of Procedure for the Resolution of Disputes Concerning the Registration of National Internet Domain Names entered into force in Serbia. One of the most significant changes is the extension of the domain name dispute resolution procedure to holders of protected geographical indications (GIs).
For GI holders, this is more than a procedural update. It changes the enforcement landscape: protected geographical indications can now be enforced against problematic national domain name registrations through Serbia’s domain name dispute resolution framework.
This creates a new layer of protection in the digital environment. A domain name incorporating a protected GI may be used to create an unauthorised association with the GI, attract consumers by leveraging its reputation, promote products that do not comply with the applicable GI specification or otherwise create confusion as to the origin or legitimacy of the products offered. The practical question is therefore no longer simply whether a GI is being misused online, but how quickly and strategically that misuse can be identified and addressed.
Monitoring as the starting point
The most effective approach is likely to be proactive rather than reactive. Domain name monitoring should be considered as part of a broader GI enforcement strategy, particularly for GIs with significant commercial value or a strong reputation in the Serbian market.
Regular monitoring of .rs and .срб registrations can identify potentially problematic domain names at an early stage, before they develop into more significant enforcement issues. This is particularly relevant because domain name registrations are not subject to a substantive examination of potential conflicts with third-party rights. A domain name incorporating a protected GI may therefore be registered without the GI holder being aware of it.
Monitoring also creates an opportunity to build an enforcement record and preserve relevant evidence from the outset. This can be particularly valuable where the registrant’s identity, the content of the website or the nature of the products offered subsequently become relevant to determining the appropriate course of action.
One domain name, several possible enforcement routes
Detection, however, is only the first step. The appropriate response should be assessed on a case-by-case basis, taking into account the domain name itself, the identity and activities of the registrant, the content and use of the website, the products or services offered and the evidence available. Depending on those circumstances, several enforcement routes may need to be considered.
First, the domain name dispute resolution framework may provide the most direct route where the objective is to challenge the registration itself.
Second, the facts may justify litigation for infringement of the GI, particularly where the domain name forms part of broader unauthorised use of the protected indication in connection with goods or services.
Third, the conduct may raise issues of unfair competition, for example where the use of the domain name is designed to create a misleading commercial association or take advantage of the reputation attached to the GI.
Finally, the matter may need to be considered from a regulatory and compliance perspective, including whether the products marketed through the domain comply with the applicable rules governing the use of the GI in Serbia.
In practice, these avenues are not necessarily mutually exclusive. A domain name may be only one element of a broader infringement or misleading commercial practice and an effective enforcement strategy may therefore require several measures to be considered together.
A strategic opportunity for GI holders
The new Rules provide GI holders with an additional enforcement tool, but their real value may lie in how that tool is incorporated into a broader monitoring and enforcement system.
For GI holders and producer organisations, this is therefore a good time to review existing enforcement strategies, consider implementing dedicated .rs and .срб domain name monitoring and establish a clear process for assessing detected registrations.
