New regime for geographical indications: how producers can secure their rights

This reform represents one of the most significant expansions of EU IP protection in recent decades, offering new commercial, cultural and legal opportunities for producers across Austria and the entire European Union.

What changes

Starting 1 December 2025:

• Producers can apply for EU-wide protection for craft and industrial products whose qualities, characteristics or reputation are essentially linked to a specific geographical origin.
• The EUIPO becomes responsible for examining and registering these new GIs, in cooperation with national authorities.
• National protection systems for non-agricultural GIs will gradually be replaced, with existing national rights needing to transition into the EU system by 2 December 2026.

This harmonisation replaces previously fragmented national rules and ensures regionally authentic products enjoy strong, enforceable protection across all EU Member States.

Why this matters for producers

The new GI system provides:

Stronger legal protection EU-wide

GI holders gain exclusive rights against misuse, imitation and exploitation.

Enhanced commercial value

Authenticity, reputation and regional identity now become legally protected assets, helping to strengthen market positioning.

Promotion of cultural and regional heritage

The system helps preserve and safeguard traditional craft identity and knowledge, regional industries and local economic identities – particularly important in Austria with its rich artisanal traditions.

Simplified and predictable procedures

A harmonised EU process replaces the patchwork of national systems, offering legal clarity and smoother cross-border protection.

Application process: what producers need to do

Producers – individually or as associations – must prepare:

• A detailed product specification, including the link between the product's qualities or reputation and its designated geographical area.
• Clear production criteria, showing that key steps take place in the region.
• Evidence of reputation or traditional character, where relevant.

Applications typically follow a two-step system:

1. National stage: Submission to the competent national authority (in Austria, the Austrian Patent Office).[2]
2. EU stage: Examination and approval by the EUIPO.

What this means for producers

For producers, the new regulation creates a significant opportunity.
For example, Austria's strong heritage in glassmaking, ceramics, stonework, textiles, woodcraft, metalwork and specialised regional industries means that many traditional Austrian products may qualify for GI protection at the EU level.

Across the EU, small and medium-sized manufacturers stand to benefit most. GI certification can:

• strengthen competitive positioning;
• distinguish authentic regional goods from imitations;
• open new marketing channels; and
• enhance consumer trust.

As existing national GI systems are phased out, early preparation ensures continuity of rights and avoids bottlenecks in the application process.

With the new regime now in force, producers have a unique opportunity to secure long-term, EU-wide protection for regionally distinctive craft and industrial products. Early preparation is key to maximising commercial, legal and reputational benefits.

If you would like to discuss potential applications or need tailored guidance, our team is ready to assist you.

author: Anna Katharina Tipotsch