For years, Eye Candy Pigments owner Jeff Bergmann policed counterfeits of his art supplies across e-commerce platforms, filing takedown requests that drew mostly automated replies.
Minnesota-based RedRock Distribution faced the same problem in protecting its gas cartridges. The counterfeits undercut sales and pose serious reputational and safety risks.
“We were spending hours every week trying to report and remove fake listings,” said Ryan Feeny, operating partner at RedRock.
For smaller brands with limited resources, protecting intellectual property (IP) can be a grind. Counterfeit listings often reappear quickly, and chasing them down frequently descends into an unending game of Whac-A-Mole, straining operations and creating reputational risk.
Temu’s Brand Guardian Initiative
Eye Candy and RedRock reported significant improvements after joining Temu’s Brand Guardian Initiative (BGI), which launched in April 2024. The programme proactively embeds trademark and other IP assets into its protection system for quicker spotting and removal of suspected violations. BGI serves brands whether or not they are selling on the platform, providing each with a dedicated representative for one-on-one support through tutorials, takedown help, and handling of complex IP cases. More than 1,500 brands have enrolled.
The programme is part of Temu’s broader IP enforcement approach, which includes:
Comprehensive seller vetting and compliance training;
24/7 algorithmic monitoring paired with manual review;
A dedicated IP protection portal and brand registry to streamline takedown submissions; and
An internal enforcement team that handles claims efficiently.
Temu says it resolves 99% of takedown requests within three business days, with an average response time of under 24 hours.
“Protecting the IP of legitimate rights holders is a top priority for Temu and we have invested continuously in technology and human resources to build our IP protection programme,” a Temu spokesperson said.
Temu also works with global IP organisations, including the International AntiCounterfeiting Coalition (IACC) and INTA. It participates in industry forums to share best practices and improve enforcement worldwide.
Better enforcement drives business growth
Since joining the BGI, RedRock Distribution has saved hours each week with automatic takedowns.
“Counterfeit listings that used to appear regularly are now caught and removed quickly, often before they reach customers,” Feeny said. “We now have a direct line of communication with a responsive support team, and takedown times are much faster compared to other platforms.”
Eye Candy Pigments’ Bergmann said the programme gives him stronger control over his brand.
“I see this partnership continuing to grow, with even stronger collaboration and opportunities to expand my brand presence on Temu,” he said.
