Thailand urges sound trademarks amid rising AI voice cloning risks
23 June 2026
Thailand is encouraging businesses and content creators to register sound trademarks as advances in artificial intelligence make it easier to replicate voices and other audio identifiers.
The Department of Intellectual Property (DIP) said sound marks can help protect audio elements such as jingles, signature voice phrases, application sounds and other recognizable brand-related audio cues from unauthorized use. The department noted that sound branding is becoming increasingly important as businesses rely on recognizable audio identities across digital platforms.
DIP director general Auramon Supthaweethum emphasized the growing importance of safeguarding audio assets amid the rapid development of generative AI. She pointed to international examples of public figures and brands securing trademark protection from distinctive audio-related identifiers.
Under Thai trademark regulations, distinctive sounds – including human voices, melodies and animal sounds – may qualify for trademark protection provided they are not descriptive of a product’s characteristics or derived from its normal function.
Since the introduction of legal provisions for sound marks, Thailand has received 494 applications. Local applicants account for nearly 89 percent of total filings. Of those applications, 114 have been registered, while 138 remain under examination.
Among the companies that have actively pursued sound mark protection are Galin E-Commerce, Fah Arun Phuetphon Phuea Thai and Uni-Charm, reflecting growing awareness of safeguarding audio-based intellectual property as AI technologies become more sophisticated.
- Asia IP
