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  • Temu Bolsters Global IP Protection: Joins IACC in Fight Against Counterfeiting and Piracy

    Temu Bolsters Global IP Protection: Joins IACC in Fight Against Counterfeiting and Piracy

    Temu, a global e-commerce platform based in Boston, has recently become a member of the International AntiCounterfeiting Coalition (IACC) in a bid to bolster its intellectual property protection efforts while simultaneously widening its global presence.

    Joining Forces with the IACC

    By partnering with IACC, Temu is joining a robust network of over 250 companies and organizations spanning across more than 40 countries, all diligently working to combat counterfeiting and piracy. This membership is a step forward for Temu in its broader intellectual property enforcement program, a program that has seen significant growth since its inception in 2022.

    According to a representative from Temu, “Safeguarding intellectual property is a critical aspect of creating a marketplace that is trustworthy for both consumers and brands. By becoming a part of the IACC, we are reaffirming our dedication to IP protection. We are eager to engage in productive collaborations with our counterparts in the industry as well as other stakeholders.”

    Collaborative Approach to Counterfeiting

    As part of its role in the IACC, Temu will be actively working in cross-industry groups and forging collaborations with brands, associations, and enforcement agencies. This initiative comes on the back of an earlier partnership between Temu and the IACC, which was formalized last year.

    Bob Barchiesi, the President of the IACC, expressed his views on the issue of counterfeiting by saying, “To tackle counterfeiting effectively, a coordinated effort across industries is essential. The IACC serves to bring all stakeholders to the same table to align their efforts and share best practices. We are excited for Temu’s active involvement in our network as we strive to create a safer and more trusted online ecosystem globally.”

    Comprehensive Enforcement System

    Temu’s enforcement system covers the entire platform lifecycle, including the vetting of sellers, pre-listing screening, and persistent monitoring. The company asserts that over 99.9% of takedown requests are addressed within a span of three business days. In 2024, Temu launched its Brand Guardian Initiative, which now offers support to more than 1500 brands.

    Presently, Temu operates in over 90 markets, bridging the gap between consumers and manufacturers, brands, and sellers worldwide as it continues to expand both its platform and compliance capabilities.

    Questions & Answers

    What is the main reason behind Temu’s membership in the IACC?
    Temu has joined the IACC to strengthen its intellectual property protection efforts and further expand its global presence.

    How will Temu’s membership with the IACC benefit its fight against counterfeiting?
    Joining the IACC allows Temu to collaborate with over 250 companies and organizations across more than 40 countries, sharing best practices and aligning efforts to combat counterfeiting and piracy on a global scale.

    What is Temu’s approach to enforcing intellectual property rights on its platform?
    Temu’s enforcement system spans the entirety of its platform’s lifecycle, including thorough vetting of sellers, pre-listing screening, and continuous monitoring. Additionally, it asserts a quick response time to takedown requests and has introduced the Brand Guardian Initiative to further support brands.

  • Illegal OTT boxes are the new P2P piracy

    Illegal OTT boxes are the new P2P piracy

    Online video piracy is alive and well in 2016, but the threat landscape has shifted from straight conditional access (CA) technology and P2P file-sharing to illegal OTT set-top-boxes (STBs) that connect users to sites that look like professional OTT service providers with fancy EPGs, but are in fact hosting stolen content.

    “So these new-age pirates are no longer hacking the CA on the STB, they are selling their own STBs and delivering illegal content through them,” says Bengt Jonsson, VP of Asia-Pacific at Irdeto.

    Combating that involves some tried-and-true techniques like watermarking so stolen content can be identified. But that’s just the start, says Jonsson.

    “You also need a monitoring service to go and find stolen content on these sites and identify it,” he says. “And you need a takedown service where you go to the ISPs and tell them, ‘We represent this customer, this is their content and it’s pirated,’. And you have to monitor for compliance.”

    Irdeto supplies all of these services, and also has agreements with major e-commerce sites like Alibaba and eBay under which they will remove illegal OTT STBs from the site when Irdeto identifies them.

    However, says Jonsson, this kind of piracy is a global problem that requires cooperation from both the pay-TV operators (as well as industry organizations like CASBAA) and regulators who police copyright infringement.

    A challenge to the latter is jurisdictional issues – for example, what do you do when content produced in Australia is being pirated for an OTT box sold in Ukraine?

    “We start by using watermarking and fingerprinting to trace the source of the content, and from there we can locate the subscriber and block them and see where the traffic is going,” says Roger Harvey, Irdeto’s ANZ managing director. “So we can determine both where the pirate site is and where they got the content from.”

    The rest is up to legislation frameworks in each country to not only combat piracy, but keep up with changing delivery models such as the shift from linear pay-TV to multiscreen OTT.

    Interestingly, the ability to track and monitor stolen content also gives Irdeto’s customers valuable data on how popular certain content is and where.

    “We have what’s called a heat map, where our customers can see what content is being consumed in what area, legally or illegally, which shows demand for it,” Jonsson says. “An effective way to combat online piracy is to deliver a legal alternative, so with this, data content owners can see what viewers want so much that they’re willing to pirate it if it’s not available.”

    Last week, Irdeto partnered with Taiwan-based ALi Corp, which will integrate Irdeto’s security solutions on its latest generation chipset offerings for STBs.

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