Shopee launches brand protection initiative to foster closer brand collaborations globally

Ecommerce giant, Shopee, has launched a new Brand Protection Partnership (BPP) initiative as part of its commitment to brand protection and to foster closer collaborations with brand partners on a global scale, Shopee said in a statement.

Under its BPP initiative, Shopee aims to provide enhanced intellectual property rights (IPR) protection services to empower brands and rights holders to safeguard their products and intellectual property (IP) more effectively. 

The programme's comprehensive approach gives BPP members the opportunity to collaborate with Shopee as the eCommerce platform develops more proactive measures against IP infringement to help maintain the integrity of brands. Additionally, members will have access to services such as faster turnarounds, proactive controls, and valuable insights from bi-annual analytics reports.

As part of the launch, Shopee also invited members to join a pilot online-to-offline programme to assist them in offline investigations into major counterfeiting networks.

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In tandem with the launch, Shopee also hosted its inaugural BPP Member Forum in Singapore, to complement its latest consumer protection initiative, Shop Safe with Shopee. This initiative commits to robust product monitoring and takedowns of potentially infringing listings. Founding members who attended the event included brands such as Apple, Beiersdorf, Dyson, Haleon, Kenvue, Levi's, Nestle, Philips, Puma, P&G, Reckitt, Shiseido, and Xiaomi.

"We are pleased to be part of Shopee’s Brand Protection Partnership initiative and look forward to working more closely with Shopee on their efforts to safeguard the rights of brands and IP holders and create a safer, more enjoyable online shopping experience,” said Wei Zhang, senior counsel brand protection, Puma SE.

MARKETING-INTERACTIVE has reached out to Shopee for more information. 

Shopee has been at the forefront of consumer safety in recent months and recently ranked high on the 2023 eCommerce Marketplace Transaction Safety Ratings (TSR) report. 

In the annual report by The Inter-Ministry Committee on Scams (IMCS), it reported that Carousell and Facebook Marketplace ranked the lowest in six e-commerce platforms for their anti-scam measures that ensure the security of online transactions.

In 2022, there were 4,762 reported e-commerce scam cases, an increase of 74.5% compared to 2,729 cases in 2021. The majority of e-commerce scams reported in 2022 – about 62% – were perpetuated on Carousell and Facebook, according to IMCS.

These scams generally involve the sale of goods and services online, where said goods and services are not delivered after payment has been made.

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