Introduction. In the context of the crisis in the modern economy, issues relating to the protection of intellectual property rights are becoming particularly important. Means of individualising goods play an important role in trade, and the issues relating to their administrative and legal protection require scientific study. This article addresses the problem of law enforcement practice in administrative cases involving the illegal use of means of individualising goods. Methods. Research methods include the dialectical method of cognition as a fundamental method of scientific analysis of socio-legal reality, as well as general scientific research methods: theoretical analysis, systematisation, technical and legal analysis, concretisation, and interpretation. Results. Based on the results of the analysis of law enforcement practices in administrative cases related to the illegal use of means of individualisation of goods, problems in judicial practice in such cases have been identified. These issues relate to the use of expert opinions as evidence of the unlawful use of means of individualisation of goods; the use of means of individualisation in domain names as a reflection of the digitalisation of the area of public relations under consideration; the interconnection between state control (supervision) institutions and administrative liability; the recognition of offences as minor; and the determination of the fate of counterfeit goods. Resolving these issues is intended to standardise law enforcement practices and increase the effectiveness of administrative and legal protection of rights to means of individualisation of goods.