On August 19, 2013 the Brazilian PTO published the Resolution number 17/2013, which sets the new rules for recognizing the highly reputed trademark status. This resolution will be enforced on the date of the publication of the new official fees for this procedure, but, until now, the BPTO has not estimated yet when it will be published.

The main innovation brought by this Resolution is the adoption of a standalone procedure, which allows the titleholder to require, at any time, the recognition of high reputation for its trademark before the Brazilian PTO. This request can be made when registering the mark, without the need of third parties' procedures.