Lazada Takes Further Step Against Counterfeit Goods
Tackling the proliferation of counterfeit goods has become imperative for online retailers, including Lazada. Lazada decided to take further steps in IP protection efforts of its platform. As quoted from Azilia (30/06), the number one online shopping in South East Asia will leverage intellectual property rights tool from its parent, Alibaba Group.
Lazada announced to join Alibaba’s Intellectual Property Protection Platform, an online infringement-claims processing system that allows brands to request the removal of infringing products from the company’s shopping sites.
The platform serves as a one-stop portal with friendly interface and simple navigation to log notifications for listings on all Alibaba platforms. How does it work? Brands register and upload their proof of IP rights. The platform will then process to takedown requests. Such technology benefits brands by speeding up the time needed to process requests.
Alibaba created Intellectual Property Protection Platform in 2017 with some improvements during the subsequent years. Lazada ran a pilot program to test the IP protection platform service in October 2018. Brands were able to submit notifications via the portal, which were subsequently reviewed by Lazada team. Infringing listings were removed and sellers were penalized. The test generated good results.
In addition to leveraging the platform, Lazada also implemented several measures, including opening a live chat channel for consumers to report counterfeit listings and improving the penalty system for infringing sellers and policy education for merchants.