Snapdeal unveils 'Brand Shield' to help firms fight counterfeits

E-commerce major Snapdeal Monday said it has launched 'Brand Shield', an anti-counterfeiting programme to help brands report counterfeit products being sold on its platform. The programme has been designed based on the inputs received from various brand owners, Snapdeal said in a statement. The programme is aimed at enabling a structured interaction between the platform and brands with regard to any intellectual property (IP) issues flagged by the brand, it added.

Under Brand Shield, there will be an online, triple-check point process for brands to report any violation of their IP rights in terms of trademark, copyright, patent or concerns related to design. Brands can also list specific issues relating to unlawful copying of logos, brand images, design features and packaging by sellers listed on Snapdeal's platform.

Brands will be required to establish their ownership of the IP, identify the listing of concern through proof and state their claim of infringement. The statement said designated teams at Snapdeal will review every report of IP infringement submitted through Brand Shield.

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Upon verification of the accuracy and adequacy of the information provided by the brand, Snapdeal will take down the listing within one business day, it added. In continuation of current practice, Snapdeal will also continue to de-list products/ listings in compliance with any directions or orders passed by the courts and other relevant authorities, the statement said.

"The issue of unscrupulous sellers misusing online marketplaces to sell fake goods is a global problem. Brand Shield is part of our ongoing initiatives to collaborate with brands owners to combat counterfeits and infringement offences," a Snapdeal spokesperson said. Snapdeal, an online marketplace, acts as an intermediary connecting buyers and independent third party sellers.

It also prohibits the sale of counterfeit products on its marketplace and any sellers found in violation are penalised as per the terms of agreements with the sellers, the statement said.