Rabat, July 08, 2025 – The Europe Today: In a significant move to safeguard its rich and diverse cultural legacy, the Kingdom of Morocco has entered into a new phase of international cooperation in the field of intellectual property. On Monday, Moroccan Minister of Youth, Culture, and Communication, Mohamed Mehdi Bensaid, signed a Memorandum of Understanding (MoU) with Daren Tang, Director General of the World Intellectual Property Organization (WIPO), at the organization’s headquarters in Geneva.
The agreement aims to enhance collaboration between Morocco and WIPO, with a specific focus on the protection of copyright, related rights, and legal mechanisms to preserve and promote Moroccan cultural heritage. This cooperation introduces advanced legal concepts such as resale rights and reproduction rights, and will utilize the WIPOCONNECT system, a digital platform developed by WIPO to support the management of collective rights.
A key feature of the MoU is the promotion and international recognition of the “Label Maroc,” a mark of excellence designed to elevate Moroccan cultural products and ensure their protection against unauthorized use or reproduction. The Ministry announced that traditional elements such as the caftan and zellige will now be shielded under international intellectual property frameworks, providing Morocco with legal recourse in cases of cultural misuse or appropriation.
The agreement also positions Morocco to benefit from WIPO’s extensive expertise through technical assistance, training, and expert missions. These initiatives are intended to support Moroccan creators and bolster the nation’s cultural industries in line with international standards.
Minister Bensaid emphasized that this strategic partnership marks a turning point in the country’s efforts to counter cultural appropriation. While recognition from UNESCO has long served to validate the cultural significance of Moroccan traditions, the new WIPO agreement offers legal tools to actively defend them. “This MoU is a vital step forward in protecting our national identity and the creative work of Moroccan artisans and artists,” Bensaid stated following the signing.
In recent years, Morocco has faced several instances of cultural appropriation, with international fashion houses and influencers using Moroccan motifs, garments, and craft styles without acknowledgment or understanding of their origin. The new legal framework now enables Morocco to take appropriate action in such cases, reinforcing the country’s sovereignty over its cultural assets.
Both parties also discussed plans for future collaboration, including the organization of training sessions, exchanges of best practices, and tailored support for the development of Morocco’s creative economy.
With this agreement, Morocco reaffirms its commitment to preserving its cultural heritage while promoting its global visibility through responsible and respectful use under the international intellectual property regime.
