Not only is TikTok stepping up its efforts to protect intellectual property, other e-commerce platforms are also developing similar solutions.
Temu announced that, as part of its Brand Guardian Initiative, it is already collaborating with over 1,500 brands. The initiative was launched in April 2024 and is designed to support rights holders in combating counterfeits and unauthorized use of brands.
Importantly, the program is also available to brands that do not sell their products on Temu themselves.
The platform provides, among other things:
– faster identification and removal of suspicious listings,
– individualized support for reports and more complex cases,
– regular reports to brands on ongoing activities.
Temu also states that it monitors the platform 24/7 using its own algorithms and expert verification. According to data provided by the platform, this monitoring covers over 5,000 brands, and more than 99% of requests to remove content are to be processed within three business days.
The development of such programs shows that e-commerce platforms are becoming increasingly active in protecting intellectual property rights; however, this does not replace the actions of the brand owner itself.
