Alibaba has launched a new platform that will be used to detect and take down fake goods following accusations that its sites promote counterfeit products.

The online platform called IP Joint-Force System will consolidate the communications and collaborative efforts around IP enforcement between Alibaba, brands and other rights holders.

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“E-commerce has become a way of life for consumers both in China and around the world. As the internet sector continues to evolve, brands and online marketplaces alike face new IP enforcement challenges. As the leading online marketplace, we have a responsibility to all of our constituents to govern our platform and find innovative solutions,” said Jessie Zheng, chief platform governance officer at Alibaba Group.

Yahoo Finance reported that during the intellectual property conference Rights Holders Collaboration Summit hosted by Alibaba last week, the Chinese retailer giant unveiled the IP Joint-Force System and stated that it is working with the right holders to eliminate fake goods both online and offline. The new online system aims to track and remove fake goods.

Each participating brand under the new IP Joint-Force System will receive a dedicated online portal and Alibaba account manager to improve collaboration, heighten transparency about IP enforcement efforts, and strengthen mutual understanding and trust, according to Alizila. The new system will be able to efficiently get information from rights holders about the suspected fake product listings.

Brands in the existing Good Faith Takedown scheme of Alibaba, which is aimed at speeding up the notice-takedown process for brands that submit valid counterfeit complaints, will be eligible to join the new IP Joint-Force System. Some of the brands that have joined the IP Joint-Force System include Adidas, Apple, Procter & Gamble, Mars, and Philips.

TagsAlibaba, counterfeit goods, e-commerce, Rights Holders Collaboration Summit, IP Joint-Force System, Alibaba IP Joint-Force System, intellectual property conference, Good Faith Takedown