Okeyhaul Finds Spreadsheet
Intellectual property (IP) protection is a critical aspect of both reselling platforms (e.g., agents or third-party sellers) and e-commerce shopping platforms. These platforms must implement robust measures to safeguard the rights of IP owners while ensuring a trustworthy environment for buyers. Below, we discuss the key IP protection measures adopted by these platforms and analyze relevant cases.
In 2020, Amazon launched its Counterfeit Crimes Unit to proactively combat counterfeit products. One notable case involved a third-party seller listing fake Apple AirPods. Amazon's algorithms detected irregularities in the product pricing and description, prompting an investigation. The IP owner (Apple) confirmed the products were counterfeit, and the seller was suspended. Amazon also shared data with law enforcement, leading to legal action against the seller. This case highlights the effectiveness of algorithmic monitoring and collaboration with IP owners.
Taobao, a leading e-commerce platform in China, has faced criticism for counterfeit goods. In response, it implemented the "Good Faith Project," which uses big data and machine learning to identify high-risk sellers. In 2019, Taobao removed over 300 million counterfeit listings and froze the accounts of offending sellers. Additionally, Taobao collaborated with luxury brand LVMH to verify authentic products, showcasing the importance of partnerships between platforms and IP owners.
The VeRO program is a prime example of empowering IP owners to protect their rights. In one case, a major sports equipment manufacturer used VeRO to report a seller listing counterfeit branded goods. eBay removed the listing within 24 hours and banned the seller from the platform. The manufacturer also took legal action against the seller, demonstrating the effectiveness of reporting mechanisms combined with legal enforcement.
Reselling platforms and e-commerce shopping platforms are increasingly prioritizing IP protection through a combination of technological solutions, seller vetting, and collaboration with IP owners. While challenges remain, the measures outlined above demonstrate significant progress in combating IP infringement. Continued innovation and cooperation will be essential to maintaining trust and integrity in these marketplaces.