This article examines the issues related to the implementation of Article 10bis of the Paris Convention (1883) into national legal systems, with a particular focus on the legislation of the United States and the Republic of Uzbekistan. Special attention is given to the analysis of the principle of “effective protection against unfair competition,” its substance, and the challenges of its implementation under contemporary conditions. A comparative analysis is conducted of the legislative approaches currently in force in the United States (Lanham Act, Sherman Antitrust Act, Federal Trade Commission practice), the European Union (TFEU, EU Directives), Japan (UCPA), and Uzbekistan (the 2023 Law “On Competition”). The article identifies existing enforcement issues related to digital platforms, the use of artificial intelligence, transnational cases of unfair competition, and the regulation of commercial data. The study substantiates the need for further modernization of legislation to ensure comprehensive legal protection in line with international standards under the Paris Convention.

Paris Convention, Article 10bis, unfair competition

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