Why Getting a VMC Is Becoming Increasingly Difficult
1. Certificate Authorities Are Tightening the Rules
Over the past two years, procedures in the Verified Mark Certificate (VMC) ecosystem have tightened noticeably. Certificate authorities (CAs) have introduced deeper, multi-layered verification procedures to combat brand impersonation, phishing and unfounded trademark claims. What used to be a relatively straightforward validation has evolved into a rigorous identity-assurance process that requires legal, technical and operational alignment before a certificate can be issued. For many organisations, this shift has turned obtaining a VMC from a simple checkbox into a complex compliance project.
2. Trademark Verification Has Become a Major Bottleneck
The trademark verification stage is now one of the biggest friction points. Incomplete documentation or an unclear registration status can make verification harder: the logo, the trademark record, the legal entity name and the domain owner must all match. Even minor inconsistencies – a missing comma, an outdated address or a slightly different logo variant – can lead to rejections or delays of several weeks. The process may also include verification calls, notarised documents or additional proof of rights to the brand, to ensure the applicant is not attempting to misuse the identity of a legitimate brand.
3. Technical Requirements Are Stricter Than Ever
Technical validation has also become significantly stricter. A domain must have DMARC at enforcement, properly aligned SPF and DKIM, and a correctly prepared SVG Tiny PS logo hosted over HTTPS. A single misconfigured DNS record can halt the entire process. For companies without in-house email authentication expertise, this can mean a frustrating cycle of trial and error, repeated rejections and unnecessary delays. What should be a security upgrade then becomes a time-consuming operational burden.
4. Why Expert Guidance Is Now More Important
This is exactly why a specialised team matters. An efficient VMC process requires coordination between legal, IT, marketing and security – and most organisations do not have enough internal experience across all of these areas. A professional team checks the trademark documentation, the technical SVG preparation and DNS alignment, and helps reduce the risk of rejection during validation. Instead of learning through costly mistakes, companies can follow a clear and controlled process from preparation to certification.
Conclusion: Work With a Team Experienced in the Process
If your organisation is considering a VMC, BIMI or DMARC enforcement, it helps to work with a team that already has experience with these standards across banking, fintech, telecoms, SaaS and enterprise sectors. We understand the CA requirements, the legal nuances, the DNS pitfalls and the technical constraints, and we guide teams through the whole process to reduce the risk of delays and surprises. If you want an expertly guided VMC implementation in which every key requirement is checked, get in touch – we can apply the experience we have gained with other companies to your project.