On 1 October 2007, a new system for trade mark applications will be introduced. As a result, trade mark owners will be responsible for monitoring and enforcing their rights (as is already the case in respect of Community trade marks). This article examines the reasons for reform, sets out the new system for notifying trade mark owners of applications for conflicting marks, and explains who should opt into this system and how to go about it. It also looks at the advantages and disadvantages of the new rules from the perspective of trade mark owners, and lists practical steps to ensure that they take the full benefit of the changes.