Temu's greetings design takedown success - PG Buzz

Programme now has 402,000 works proactively protected, as 57,000 copycats removed The success of the Temu-GCA copycat takedown programme is being lauded as the association gears up for its annual conference. Temu’s recently-released IP Protection Annual Report, which can be accessed here, shows how over 57,000 infringing designs have been removed to date, with 15 GCA publisher members participating in the programme, and more than 402,000 works are now proactively protected. GCA CEO Amanda Fergusson explained the protection supplied by the scheme from the Chinese-based online marketplace means infringements are detected and uploads refused before customers ever see them, and this is often where card designs are being used on other products from tea towels and bed linen through to china and other gifts. “We’re seeing impressive results from the protection programme that was developed with support from GCA member Emotional Rescue ,” Amanda said. Above: The report mentions Temu’s collaboration with the GCA “We are delighted to have made a real difference to reducing the theft of members’ designs on Temu. Working with Temu has been an involved and, at times, frustrating process, however, we have built understanding through our collaborative approach and the team at Temu have worked hard to resolve this issue for our members.” Fiona Yang, of Temu’s IP protection team , said: “We really appreciate GCA’s support in allowing us to feature our collaboration in the report.” With the programme specifically aimed at small and medium-sized enterprises, such as much of the greetings industry, and the average IP complaint resolution takedown time is now less than 24 hours, the report states: “While global brands possess extensive legal networks, SMEs often face severe resource constraints when defending their intellectual property online. “To bridge this gap, Temu operates a dedicated support program that effectively levels the playing field. Instead of navigating standard corporate channels, participating SMEs gain access to a prioritised direct dialogue for critical concerns, alongside an expedited takedown process designed to minimise documentation barriers. Above: The average takedown time is now under 24 hours “Crucially, once an SME’s assets are validated, they are integrated into Temu’s baseline automated scanning to ensure continuous, long-term protection. Following a successful pilot partnership with the UK Greeting Card Association, which represents a vibrant community of creative SMEs and independent designers and whose insights and collaboration helped shape this initiative, Temu is now actively expanding the framework to extend similar support to a broader global network of smaller brand owners.” It reveals that over 40% of applications from potential sellers were rejected during the onboarding process for failing to meet the platform’s verification requirements, and over 16,000 stores were terminated for repeated IP violations, while Temu’s proprietary proactive monitoring database incorporates more than 47million images. The protection programme will be covered at the GCA Annual Conference & AGM on Thursday, 24 September, at Unity Place in Milton Keynes. With over 75% of tickets sold, the booking deadline for anyone who wants to attend is 10 September. At £130 for GCA members or £200 for non-members tickets and more information about travel and accommodation are available here. TAGS emotional rescue , gca , Temu