Temu joins anti-counterfeiting coalition to boost IP enforcement

Temu has joined the International AntiCounterfeiting Coalition, adding the online marketplace to a network of more than 250 companies and organisations focused on tackling counterfeiting and piracy.

The membership builds on Temu's existing relationship with the industry body. Earlier, it signed a Memorandum of Understanding with the coalition and joined its Marketplace Advisory Council as an inaugural member.

The move is the latest step in Temu's effort to expand its intellectual property enforcement programme as the platform grows internationally. Its anti-counterfeiting system now covers the full lifecycle of a product listing, from seller checks and screening before listings go live to round-the-clock monitoring after publication.

Temu says its proactive monitoring database covers more than 6,700 brands and uses more than 38 million images and 9 million keywords. It also says more than 99.9% of takedown requests are resolved within three business days, with an average resolution time of less than one business day.

The company has also been building direct ties with brand owners through its Brand Guardian Initiative. Launched in April 2024, the programme involves more than 1,500 brands and offers enforcement tools, direct support and regular data on enforcement activity.

The International AntiCounterfeiting Coalition is one of the better-known industry groups focused on brand protection and anti-piracy measures. Its membership spans more than 40 countries and includes companies, trade groups and other organisations involved in online commerce, payments and consumer goods.

For Temu, joining as a General Member gives it a formal role in those industry discussions. It plans to participate in working groups, share expertise, and work with brands, industry associations, and enforcement agencies across the coalition's network.

The move comes as online marketplaces face continued scrutiny over the sale of counterfeit goods and the systems they use to identify, remove and prevent infringing listings. Brand owners have pressed large platforms to improve seller checks, act more quickly on takedown requests and share more data on repeat offenders and enforcement trends.

Marketplaces have responded with a mix of automated screening, image matching, keyword detection and direct brand reporting channels. Temu's figures suggest it is trying to demonstrate progress on both speed and scale as it expands across multiple markets.

A company spokesperson linked the latest step to wider trust concerns around marketplace platforms. "Protecting intellectual property is essential when building a marketplace that consumers and brands can trust," the spokesperson said. "Joining the IACC reflects our ongoing commitment to IP protection, and we look forward to constructive collaboration with industry peers and stakeholders."

Bob Barchiesi, president of the International AntiCounterfeiting Coalition, described Temu's membership as part of a broader need for coordinated action across industries. "We're pleased to welcome Temu as a member of the IACC and its continued efforts in intellectual property protection," Barchiesi said. "Addressing counterfeiting requires coordinated, cross-industry action. The IACC brings stakeholders together to align efforts and share best practices. We look forward to Temu's active participation in our network as we continue advancing a safer and more trusted online ecosystem worldwide."

Temu operates in more than 90 markets worldwide and connects consumers with manufacturers, brands and other business partners. Its latest tie-up with the coalition adds another layer to the company's effort to show that intellectual property enforcement is becoming a bigger part of how the marketplace is run.