Baleja, Uriah ORCID: https://orcid.org/0009-0005-6182-7823, Rajapakshe-Pathirannehelage, Kalani ORCID: https://orcid.org/0009-0000-3746-4261, Alsafi, Tariq ORCID: https://orcid.org/0000-0002-9244-9352 and Achi, Francis ORCID: https://orcid.org/0000-0001-7463-3829 (2026) Metaverse readiness: Evaluating Saudi Arabia’s IP law regarding brand protection in the retail digital marketing ecosystem. Journal of Digital Media & Policy, 17 (2). pp. 281-300.

Full text not available from this repository.

Abstract

This study evaluates the readiness of Saudi Arabia’s intellectual property (IP) framework to protect retail brands operating within metaverse environments. Guided by an interpretivist paradigm and employing doctrinal–comparative legal analysis, the research examines Saudi IP statutes, Vision 2030 policy documents and international IP conventions alongside thirty-three peer-reviewed articles on metaverse marketing and brand law. The European Union’s Artificial Intelligence Act (2024) and Digital Services Act (2022) serve as comparative benchmarks. Five themes emerge: legal uncertainty surrounding AI-generated brand assets; a lag between technological innovation and legal reform; the centrality of consumer trust and authenticity; legal protection as risk mitigation; and the need for institutional coordination. The study proposes a dual-moderator conceptual framework in which IP principles moderate the relationship between brand equity and consumer trust, while legal protection mechanisms moderate risk exposure and sustain brand value. Comparative analysis reveals that Saudi Arabia’s system, though institutionally committed, lacks the anticipatory instruments characterizing the European Union’s digital governance. The article contributes to the literature by integrating brand equity theory with IP legal doctrine and offers policy recommendations for Saudi regulators pursuing metaverse-ready IP governance under Vision 2030.

Item Type:	Article
Status:	Published
DOI:	10.1386/jdmp_00207_1
Subjects:	K Law > K Law (General) T Technology > T Technology (General)
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/15525

University Staff: Request a correction | RaY Editors: Update this record