Alibaba launches online platform to fight counterfeits
Online marketplace Alibaba has announced the launch of an online platform designed to streamline IP-related communications between brands and Alibaba.
The IP Joint-Force System aims to build greater and more collaborative working relationships with brands around the world as Alibaba continues its fight against counterfeits and IP infringement.
Jessie Zheng, chief platform governance officer at Alibaba Group, said: “As the internet sector continues to evolve, brands and online marketplaces alike face new IP enforcement challenges.
“As the leading online marketplace, we have a responsibility to all of our constituents to govern our platform and find innovative solutions.”
The IP Joint-Force System allows participating brands to streamline communications and collaborative efforts around IP enforcement between Alibaba, brands and other rights holders.
All participating brands in the existing “Good Faith Takedown” programme will be eligible for the new IP Joint-Force System. Alibaba previously launched the “Good Faith Takedown” programme in 2015 to expedite the notice-takedown process for brands that submit valid counterfeit complaints.
Over 700 brands participate in the “Good Faith Takedown” programme, many of which will participate in the first phase of the IP Joint-Force System, including Adidas, Apple, Procter & Gamble, Mars and Philips, among others. Alibaba expects the system to eventually be made available to all existing “Good Faith” brands.
Under the new IP Joint-Force System, each participating brand will be assigned a dedicated online portal and Alibaba account manager to enhance collaboration, heighten transparency around IP enforcement efforts, and reinforce mutual understanding and trust. The system will enable Alibaba to directly seek information from rights holders regarding suspected counterfeit product listings, which Alibaba, as a third-party marketplace, is unable to authenticate on its own with full certainty.
The system will enable brands to identify the authenticity of a product and notify Alibaba of the infringing listing. Alibaba will then initiate the Good Faith Takedown process and immediately remove the listing without required subsequent correspondence with the brand.
“The IP Joint-Force System is a revolutionary industry solution that will redefine how IP enforcement is conducted in the digital age – where brands and e-commerce marketplaces must work collectively and strategically to combat counterfeiters,” said Matthew Bassiur, head of global IP enforcement, Alibaba Group. “This is one of several game-changing approaches that Alibaba will be advancing to both simplify and greatly enhance our overall enforcement process.”
