New WIPO agreement aims to secure fair recognition and economic benefits for Moroccan artisans.
Morocco is putting more effort into protecting its cultural heritage, starting with Zellige, one of the country’s most famous traditional crafts. In April 2024, the Minister of Culture met with the Director General of WIPO to work on an agreement that could help protect local artisans from cheap copies and unfair use of their work. It’s a clear sign that Morocco wants to use intellectual property in a way that supports the people and communities behind these crafts.
Zellige, sometimes spelled Zellij, is a traditional Moroccan mosaic tilework made from hand-cut pieces arranged in intricate geometric patterns and set into plaster. This craft is a hallmark of Moroccan architecture, found in palaces, fountains, and mosques, and is produced using techniques passed down through generations. It is a big part of the country’s cultural identity and helps thousands of families make a living. As Moroccan patterns gain global popularity, unauthorized copying and misuse are increasing concerns. (Oxford Reference, Britannica)
In recent years, Morocco has faced everything from regional claims to global brands using Zellige designs without giving proper credit. Algeria’s push to have Zellige listed as its own UNESCO heritage and the Adidas jersey controversy are just two examples. (Morocco World News). Morocco took key steps to protect Zellige, by first registering it with WIPO and exploring patent protection in October 2022. Then, in April 2024, the Culture Minister met with the WIPO Director General to reinforce these efforts and to ensure that local artisans benefit from their heritage. .
Protecting crafts like Zellige isn’t just about national pride; it’s about making sure the people who make them are rewarded with fair returns. That’s where intellectual property comes in. Morocco is looking at options like Geographical Indications (GIs), which connect a product’s quality and reputation to where it comes from. This has worked well for Moroccan Argan oil, which gained international GI protection in 2011.
Another option is to recognize Zellige as a Traditional Cultural Expression (TCE). This gives communities a say in how their cultural symbols are used, making it harder for companies or other countries to claim them unfairly. WIPO has supported countries in protecting TCEs for years, though it remains an evolving part of IP law (WIPO TCEs). If the new deal with WIPO moves forward, it could give local artisans more tools to stop cheap copies and grow the market for genuine, locally made Zellige.
Morocco’s efforts put it alongside other countries that use IP law to protect traditional crafts. India, for example, has secured Geographical Indications for dozens of local products, from Banarasi silk sarees to Darjeeling tea, helping rural communities earn more while keeping their heritage alive. Turkey did something similar with its famous Antep Baklava.
But in North Africa, there’s still tension over who “owns” certain crafts. Algeria’s bid for UNESCO status is one example of overlapping cultural claims. For Morocco, having a clear IP framework could help settle these disputes and strengthen its position as a leader in protecting cultural heritage in the region. As global demand for authentic, handmade goods grows, proper legal protection means buyers know they’re getting the authentic product and the people who make it get the credit and income they deserve.
Morocco’s push to protect Zellige shows that intellectual property can do more than just guard ideas, it can uplift communities, preserve cultural identity, and help traditional crafts to compete fairly. If the new WIPO agreement goes ahead, artisans could have stronger rights and more effective means to stop misuse. But laws alone aren’t enough. Buyers need to know what they’re supporting, rules must be enforced locally, and younger generations must be encouraged to keep these skills alive. By combining modern IP tools with community action, Morocco can show how traditional knowledge, and cultural expressions can thrive in a world that values authenticity more than ever.
WIPO : Traditional Cultural Expressions
https://www.wipo.int/tk/en/folklore/
