Brand new world

Non-fungible tokens are transforming theway we buy, sell and advertise products says Finnegan’s Anna B Naydonov

Anna B Naydonov,Finnegan

The Beatles once famously said “all you need is love”. Myneighbour, an admitted blockchain enthusiast, disagrees; as he announced to usrecently, all humanity needs is “love and blockchain”. Although the jury ismost definitely out on the accuracy of this statement, it cannot be denied thatblockchain – and non-fungible tokens (or NFTs) in particular – are not onlyhere to stay; they are transforming the future of how we buy, sell, andadvertise products. The NFTs are also destined to have profound implicationsfor intellectual property and marketing law.