Global Digital Transformation: Ensuring the Protection of IP Rights

Today, intellectual property (IP) is a key global development driver. Its institution forms the basis of the economy, its virtually inexhaustible resource. Against the backdrop of large-scale and rapid digitalisation of public life, intellectual property is acquiring the functions of a toolkit for forming an up-to-date digital market, which requires a study of the transformation of the IP institution. The article aims to analyse the key trends in developing the system of intellectual property rights protection against the background of the digitalisation of global society. It examines the functionality of IP in the new digital era and outlines the main related risks and challenges. The study finds that rapid informatisation has become a key cause of large-scale infringements of IP rights. It examines modern innovative technologies and effective approaches in the practical experience of developed countries in protecting intellectual property rights. The article analyses modern scholars' positions regarding assessing the current level of IP rights protection. It highlights the need to integrate advanced digital technologies in terms of the IP protection strategy and identifies and analyses the most effective ones. The study establishes that this process may require separate targeted measures within the legislative and legal regulation framework. It has been proved that this problem should be addressed through a comprehensive global upgrade of IP legislation to introduce and strengthen a generally favourable legal regime that considers innovation trends to the maximum extent possible. It is substantiated that today, upgrading traditional legal approaches to protecting intellectual property rights is necessary.