Temu’s trying to turn a new leaf on trademarks.
The company, owned by PDD Holdings, announced on July 24 it has joined the International Trademark Association (INTA) and is part of the group’s anti-counterfeiting committee.
INTA represents a variety of brand owners and professionals working in the intellectual property space, including attorneys and academics. Alastair Gray, director of anti-counterfeiting for INTA, said the company has already taken part in several programs the group offers.
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“INTA welcomes Temu’s willingness to engage in anticounterfeiting initiatives, including in the association’s annual Anticounterfeiting Workshop and Online Takedown Certificate Program which serve to share best practices and connect stakeholders,” Gray said in a statement. “Constructive collaboration with these efforts can contribute to the protection of intellectual property rights for INTA members and support the removal of counterfeit products from the platform which ultimately protects consumers.”
Temu doesn’t have a pristine track record when it comes to intellectual property infringement claims. Last week, Gen Z favorite Brandy Melville filed a complaint against the company, alleging that it infringed on the brand’s trademarks by allowing counterfeit items to be sold on its platform. On Monday, European Commission watchdogs announced that preliminary results of a Digital Services Act-related investigation showed that the company has been allowing the sale and distribution of illegal products on its platform.
Multiple states’ attorneys general have accused the company of violating U.S. laws. The most recent state-led claim, coming down from Kentucky Attorney General Russell Coleman, directly cites allegations of intellectual property infringement. Coleman wrote in his complaint that Temu has allowed its sellers to infringe on the rights of Kentucky brands and academic institutions, like the University of Kentucky, University of Louisville, Buffalo Trace Distillery and Churchill Downs.
In the release announcing that it joined INTA, Temu noted that it joined an anti-counterfeiting roundtable at the trade group’s May conference. Each of the aforementioned complaints or violations have come to light since the conclusion of that conference.
Temu noted that since its 2022 beginning, the company has “made significant investments in IP enforcement.” Today, its intellectual property monitoring mechanisms include “comprehensive seller vetting and compliance training, 24/7 algorithmic monitoring with manual review, a dedicated IP protection portal and brand registry to streamline takedown submissions and an internal enforcement team that handles claims with speed and accuracy,” the company said.
A Temu spokesperson said joining INTA has only enhanced the marketplace’s intellectual property compliance procedures.
“Joining INTA and serving on its Anti-Counterfeiting Committee reflects Temu’s ongoing commitment to ensuring a trustworthy online shopping experience,” the spokesperson said. “We value collaboration with industry peers and stakeholders and are dedicated to advancing collective efforts in intellectual property protection.”
