Temu has joined the International AntiCounterfeiting Coalition (IACC), a global network of more than 250 companies and organisations across 40 countries working to combat counterfeiting and piracy.
Temu’s membership in the IACC is the latest step in the online marketplace’s broader push to strengthen intellectual property (IP) protection since launching in 2022, following the establishment of the IP Protection Portal, the Brand Registry, and the Brand Guardian Initiative. Temu is also a member of INTA and the Intellectual Property Owners Association.
“Protecting intellectual property is essential when building a marketplace that consumers and brands can trust,” said a Temu spokesperson. “Joining the IACC reflects our ongoing commitment to IP protection, and we look forward to constructive collaboration with industry peers and stakeholders.”
What will Temu do as a member of the IACC?
By joining the IACC as a general member, Temu will be able to work more closely with brands, industry groups, and enforcement agencies across the coalition’s network. Temu will participate in cross-industry working groups and support broader efforts to improve IP protection and consumer safety worldwide.
Temu’s IACC membership builds on an existing relationship with the organisation. In May 2025, the company signed a memorandum of understanding with the IACC and became an inaugural member of its Marketplace Advisory Council, a cross-industry forum that brings together online marketplaces, payment providers, and global brands.
What steps does Temu take to protect right holders’ IP?
Temu uses proprietary image- and text-based algorithms to proactively detect potential IP infringements across the platform, from merchant onboarding and product listing to post-listing review. Drawing on millions of images and keywords, Temu’s automated IP monitoring system is designed to identify suspected infringements involving word marks, logos, suspicious keywords, and specific trade dress.
Temu launched its online IP Protection Portal in September 2023, providing rights holders with a dedicated channel to report suspected IP infringement. In December 2023, Temu introduced the Temu Brand Registry, a trademark-focused tool that lets rights holders save their trademark information in advance, making future submissions faster and easier.
Specific IP protection tools and resources available on the Temu platform include:
Notice and takedown portals covering a range of IP-related issues;
24/7 monitoring supported by proprietary algorithms and expert review;
An in-house team that handles requests promptly; and
Seller education courses focused on IP compliance.
How does Temu protect brands’ IP?
Beyond its IP protection tools and resources, Temu works directly with more than 1,500 brands through its Brand Guardian Initiative, which gives brands access to a range of proactive protections and support, including:
Protection for brands both on and off the platform;
Trademark and other IP information built into Temu’s algorithmic monitoring system for faster detection and removal of suspected violations;
Dedicated one-on-one support, from tutorials and takedown guidance to complex case handling; and
Ongoing insight reports to help brands stay informed and strengthen results.
How is Temu’s IP protection work making a difference?
Temu’s proactive monitoring system now covers more than 6,700 brands, drawing on over 38 million images and 9 million keywords.
More than 99.9% of takedown requests are resolved within three business days, with an average resolution time of less than one business day.
Temu IP protection: at a glance
• Proactive monitoring coverage – 6,700+ brands
• IP database – 38M+ images, 9M+ keywords
• Takedown efficiency – 99.9%+ resolved within 3 business days (average <1 business day)
• Ratio of proactive to brand-submitted removals – 200:1
• Brand engagement – 2,700+ brands directly engaged globally
Are there any successful cases of brands working with Temu to protect their IP?
One example of Temu working with brands to protect their IP is Nightcap, a Florida-based startup best known for its drink covers that help prevent drink spiking. As the brand grew internationally, it also ran into a familiar challenge for small businesses: copycat listings across e-commerce platforms that were difficult and time-consuming to address.
Through Temu’s Brand Guardian Initiative, the company’s copyright, trademark, and patent information was built into Temu’s detection system, allowing suspected infringing listings to be identified before Nightcap had to flag them itself. Nightcap said the support from Temu helped free up time and resources that could be redirected towards business growth.
As a brand owner, I have witnessed progressive improvements in Temu's IP protection over the past months. I can happily say Temu is now one of the platforms I will advocate for
Another example of success through Temu’s proactive IP measures is The Op Games, a California-based publisher of family and party games. As counterfeit versions of its products spread across online marketplaces, the company found itself spending time and resources on repeated takedown requests.
Through Temu’s Brand Guardian Initiative, The Op Games integrated its trademarks and product images into Temu’s protection system, helping identify and remove suspicious listings more proactively, while a dedicated Temu contact keeps brands updated on enforcement activity. The Op Games said that support from Temu reduced infringing listings and allowed its team to focus more on creating new products.
The Op Games values Temu’s IP protection team for their role in safeguarding our brand through proactive enforcement. We’ve seen a significant reduction in infringing listings, and the team is consistently responsive to our needs
