The article examines issues of legal protection of non-traditional trademarks in Ukraine in the context of national legislation and international standards, in particular, the EU practice. The subject of the study is the legal regime governing positional, sound, olfactory, holographic, motion, and multimedia signs. Regulatory developments in trademark registration are analysed alongside practical difficulties arising during the examination of applications. Attention is paid to the lack of clear criteria for assessing distinctive character, the complexity of perception and representation of non-traditional signs, technical limitations of registration systems, and the insufficiency of evidentiary support. It is established that, despite the gradual harmonisation of Ukrainian legislation with European approaches, the system of non-traditional trademarks protection remains fragmented and inconsistent. The study concludes that further improvement is required to ensure effective legal protection. Based on the findings, it is proposed to enhance methodological guidance for examiners, refine legislative criteria for registration, and improve enforcement practices to increase the overall effectiveness of trademark protection.