Export 101 Deep Dive: German and European Regulatory Environment and IP Protection

Date: Thursday, 10 September 2026
Time: 1:30 pm - 3:00 pm
Location: German-New Zealand Chamber of Commerce, Level 14/188 Quay Street, Auckland CBD, Auckland 1010

As New Zealand companies prepare to enter the European market, IP and regulatory protection is often treated as an afterthought – yet it is one of the most consequential decisions in a market-entry strategy. Rights that are secure in New Zealand do not automatically transfer to Europe, and in a first-to-file environment, delay can be costly.

Join us for an in-person session with Bird & Bird, one of the world's leading IP law firms with a strong technology focus and a long-standing, sector-specialised advisory model. This session will be presented by Niklas Fels, who advises across the Food & Beverage and Consumer & Retail sectors.

Topics covered:

• The IP Trifecta — an overview of trade marks, patents, and copyright, illustrated through New Zealand examples, providing a shared baseline for attendees at any stage of IP maturity
• Common IP mistakes New Zealand companies make in Europe, including:
  • Assuming New Zealand IP clearance extends to Europe
  • Missing IP assignments from contractors — a frequent issue in tech and packaging design that can surface as ownership disputes during EU negotiations
  • Choosing descriptive or non-registrable names
  • Filing too late in Europe's first-to-file system
  • Misalignment between IP and regulatory frameworks — including health, environmental, and origin claims and allergen rules in Food & Beverage, and product safety, packaging, and greenwashing rules in Consumer & Retail
• Building resilience into market entry, covering:
  • Why New Zealand rights do not transfer to the EU
  • First-to-file risk and how it plays out in practice
  • Distributor risk, including cases where distributors register brands themselves
  • The intersection of regulatory claims and IP — naming, labelling, and online product descriptions

Key takeaway:

Entering a new market means entering a new regulatory structure. Understanding this before you enter — not after — is what separates a smooth expansion from a costly one.

Afterwards: Stammtisch Networking Event in Auckland

Continue the conversation. Join us from 4:00 - 6:00 pm for the GNZCC signature networking event - a relaxed and welcoming gathering designed to connect like-minded professionals across industries.