Temu, a Chinese-origin marketplace experiencing rapid global expansion, is regularly criticized for selling counterfeit products. Over the past two years, the platform has stepped up its efforts to address these criticisms. In particular, the platform highlights its “Brand Guardian Initiative,” designed to directly integrate rights holders’ assets into its automated detection systems. A few days after announcing a partnership with The Smiley Company—presented as a concrete example of this preventive approach —Temu explains to ElectronLibre how these tools work and the results it claims to have achieved in the fight against counterfeit listings. “The Brand Guardian Initiative program is open to rights holders worldwide, including those who do not sell directly on the platform” ElectronLibre – Your collaboration with The Smiley Company is presented as a concrete example of proactive intellectual property protection. Can you explain in more detail what this partnership…
