Temu, the rapidly growing Chinese-owned global online marketplace, has taken a significant step in its fight against counterfeit goods by signing a Memorandum of Understanding (MoU) with the International Anti-Counterfeiting Coalition (IACC). The agreement, formalised during the IACC’s 2025 Annual Conference in San Diego last week, marks Temu’s commitment to deepening collaboration on intellectual property (IP) protection and combating the proliferation of counterfeit products in the digital marketplace.
As part of this partnership, Temu has joined the IACC’s newly established Marketplace Advisory Council (MAC) as an inaugural member, aligning itself with industry giants to set a new standard for cooperation in tackling online counterfeiting.
The IACC, a Washington-based nonprofit dedicated to protecting intellectual property and combating counterfeiting, has been a leading voice in the global fight against illicit trade for over four decades. The organisation’s MAC is a pioneering initiative designed to foster collaboration among e-commerce platforms, payment providers, and global brands.
Members of the MAC include industry heavyweights such as Amazon, eBay, Mastercard, PayPal, Visa, Apple, Chanel, Colgate-Palmolive, Disney, Ford, Johnson & Johnson, and Nike. The council serves as a cross-industry forum to share insights, develop best practices, and forge stronger partnerships to address the persistent challenge of counterfeit goods in the digital economy.
Announcing Temu as an MAC member, Bob Barchiesi, President of the IACC, said, “We are pleased to welcome Temu as an inaugural member of the Marketplace Advisory Council and as a key partner in our shared fight against counterfeiting.”
“This MoU reflects a meaningful step forward in our collaboration, grounded in transparency, accountability, and a joint commitment to consumer protection. The IACC created the MAC to bring stakeholders together in a way that drives real, sustained impact, and Temu’s participation helps strengthen that vision,” President Bob explained.
Aligning with the IACC will strengthen Temu’s efforts in combating counterfeits
Temu, launched in 2022, has quickly risen to prominence as a global e-commerce platform, offering a wide range of affordable products from sellers worldwide. However, like many online marketplaces, it faces the challenge of ensuring that its platform is not misused for the sale of counterfeit goods. To address this, Temu has implemented robust measures to safeguard intellectual property and protect consumers.
These include comprehensive seller vetting processes, mandatory compliance training for merchants, 24/7 algorithmic monitoring supplemented by manual reviews, and a dedicated IP protection portal with a brand registry to streamline takedown requests. Temu’s internal enforcement team is also equipped to handle IP infringement claims with speed and accuracy, ensuring that counterfeit listings are promptly removed.
“Joining this coalition underscores Temu’s commitment to building a trustworthy online marketplace,” said a Temu spokesperson. “We look forward to collaborating with other industry leaders to create a powerful, collective force against the sale of illegal goods online.”
The issue of counterfeiting remains a significant challenge for the global e-commerce industry. According to a 2023 report by the Organisation for Economic Co-operation and Development (OECD), the trade in counterfeit and pirated goods accounts for not less than 2.5% of global trade, amounting to over $500 billion annually.
Online marketplaces, with their vast reach and accessibility, are often exploited by bad actors to distribute counterfeit products, ranging from luxury goods to everyday consumer items. These illicit activities not only undermine consumer trust but also cause significant financial losses for brands and pose risks to consumer safety.
Temu’s partnership with the IACC signals its proactive stance in addressing these challenges. By joining the MAC, Temu gains access to a collaborative platform where it can share insights and strategies with other industry leaders.
The council’s diverse membership ensures a holistic approach to tackling counterfeiting, combining the perspectives of e-commerce platforms, payment providers, and brand owners. This collaborative model is particularly critical as counterfeiters increasingly leverage sophisticated methods, such as exploiting supply chain vulnerabilities or using advanced technologies to create convincing fakes.
The IACC’s efforts to combat counterfeiting extend beyond the MAC. The organisation has a long history of working with governments, law enforcement agencies, and private-sector partners to advocate for stronger IP enforcement policies and practices. Its annual conference, where the MoU with Temu was signed, serves as a key gathering for stakeholders to discuss emerging trends, share case studies, and develop innovative solutions to counterfeiting.
The inclusion of Temu in the MAC highlights the IACC’s recognition of the platform’s growing influence in the e-commerce space and its potential to contribute to industry-wide efforts.
Temu’s participation in the MAC also aligns with broader industry trends toward greater accountability and transparency in e-commerce. Major platforms like Amazon and eBay have long faced scrutiny over counterfeit goods, prompting them to invest heavily in anti-counterfeiting technologies and partnerships.
Temu’s proactive measures, such as its IP protection portal and enforcement team, mirror these efforts while reflecting its unique position as a newer player in the market. By aligning with the IACC and joining the MAC, Temu will collaborate with other members to develop industry standards, share data on counterfeit trends, and implement proactive measures to prevent illicit goods from entering the marketplace. It will equally position the platform as a responsible steward of the e-commerce ecosystem, committed to protecting both consumers and brand owners.
Technext Newsletter
Get the best of Africa’s daily tech to your inbox – first thing every morning.
Join the community now!
