Thailand Advances Sound Mark Registrations to Combat AI Voice-Cloning Threats

Thailand's Department of Intellectual Property (DIP) is intensifying efforts to encourage companies and public figures to register "sound marks"—including jingles, signature vocal phrases, and unique laughs—to safeguard their brand identities against the growing threat of artificial intelligence-powered deepfakes and voice-cloning technology.

The initiative focuses on non-traditional trademarks that extend beyond visual logos to encompass audio branding elements. Intellectual property officials emphasize that distinct sounds have become crucial assets in the digital marketplace, enabling consumers to instantly associate specific audio cues with particular products or services.

Auramon Supthaweethum, director-general of the DIP, highlighted the global precedent set by celebrities such as Taylor Swift, who has secured trademark protection for vocal phrases like "Hey, it's Taylor Swift" through the US Patent and Trademark Office. She cautioned that as generative AI technology advances in mimicking human voices, businesses face escalating risks of identity theft, commercial misuse, and consumer confusion if their audio assets remain unprotected.

Under Thai trademark law, distinct audio signatures—including human voices, melodies, and even animal sounds—are eligible for protection, provided they do not directly describe product qualities or arise naturally from the product's operation.

Since the introduction of legal provisions for sound marks, Thailand has received 494 applications, with domestic companies accounting for approximately 88.7 percent of these filings. To date, 114 sound marks have been successfully registered, while 138 applications are still under review.

Leading the corporate adoption of sound mark registrations is Galin E-Commerce, which holds seven applications. Other notable applicants include fertilizer company Fah Arun Phuetphon Phuea Thai and consumer goods manufacturer Uni-Charm.

The trend is also gaining traction among public figures. For example, prominent media personality DJ Nui has filed an application to trademark his signature laugh, signaling a significant shift towards managing non-traditional intellectual property assets.

The DIP is advising creators and businesses to incorporate audio rights protection into their broader commercial strategies. By securing exclusive rights to their sonic assets, companies can reduce the risk of AI-driven misappropriation and gain a competitive advantage in an increasingly crowded digital marketplace.

This government-led push reflects a broader recognition of the importance of protecting intangible assets in the age of artificial intelligence and digital transformation. It also aligns with Thailand's ongoing efforts to strengthen intellectual property enforcement and support local economic growth through innovative IP management.

Additional recent initiatives by the DIP include campaigns involving celebrity influencers to promote local economies via geographical indication food products, and continued monitoring of intellectual property developments to maintain Thailand's positive standing in international IP assessments.

As AI technologies evolve, Thailand's proactive stance on sound mark registration positions the country at the forefront of protecting brand identity and fostering innovation in the digital era.