Temu joins trademark association to strengthen IP protection

Temu announced on July 24, 2025, its membership in the International Trademark Association (INTA) as a corporate member. The Chinese e-commerce platform will serve on INTA's Anti-Counterfeiting Committee as part of its commitment to intellectual property protection.

The announcement comes amid heightened scrutiny of Chinese e-commerce platforms and their trademark enforcement practices. Kentucky recently filed a lawsuit against Temu over alleged counterfeit products bearing protected trademarks from Kentucky brands including the University of Kentucky, University of Louisville, Buffalo Trace Distillery, and Churchill Downs.

INTA represents a global network of more than 6,700 organizations across 181 countries, encompassing over 37,000 trademark professionals and brand owners. The association focuses on advancing global intellectual property protection through cross-industry collaboration and standardized enforcement practices.

"INTA welcomes TEMU's willingness to engage in anticounterfeiting initiatives, including in the Association's annual Anticounterfeiting Workshop and Online Takedown Certificate Program which serve to share best practices and connect stakeholders," said Alastair Gray, Director of Anti-Counterfeiting at INTA. Gray emphasized that constructive collaboration can contribute to intellectual property rights protection for INTA members and support counterfeit product removal from platforms, ultimately protecting consumers.

Technical implementation and enforcement measures

Temu operates across more than 90 global markets since launching in 2022. The platform has implemented comprehensive intellectual property enforcement measures including 24/7 algorithmic monitoring combined with manual review processes, dedicated IP protection portals, and brand registry systems designed to streamline takedown submissions.

According to previous transparency reporting, Temu detailed its content moderation practices in November 2024 for EU Digital Services Act compliance. The platform recorded approximately 93.7 million average monthly active users in the EU during the reporting period from April through October 2024.

The company employs automated tools utilizing sophisticated algorithms for text, image, and video recognition to screen content before publication. These systems analyze product listings, user reviews, and trader information against pre-established criteria for compliance and safety. Human moderators undergo a rigorous 10-day classroom training program followed by two weeks of practical experience before beginning active content moderation.

At the 2025 INTA Annual Meeting held in San Diego in May, Temu participated in the Anti-Counterfeiting Committee Roundtable. The platform served as a moderator to facilitate discussions among brand owners, online platforms, and government officials on emerging technologies, best practices for collaboration, and strategies to strengthen global anti-counterfeiting efforts.

Broader industry context and challenges

The trademark protection landscape for e-commerce platforms has become increasingly complex. Recent high-profile disputes demonstrate the ongoing challenges platforms face in balancing open-source principles with intellectual property enforcement.

The WordPress ecosystem has experienced several trademark-related conflicts in recent months. WP Engine filed a lawsuit against Automattic in October 2024, alleging attempted extortion and trademark misuse. Similarly, Advanced Custom Fields became the center of a WordPress trademark dispute when WordPress.org forked the popular plugin citing trademark violations and security concerns.

These cases highlight the complexity of trademark enforcement in digital ecosystems where multiple stakeholders operate under different business models and legal frameworks. A WP Fusion developer successfully resolved a trademark dispute with Automattic after sending a cease and desist letter regarding unauthorized use of the WP Fusion trademark.

"Joining INTA and serving on its Anti-Counterfeiting Committee reflects Temu's ongoing commitment to ensuring a trustworthy online shopping experience," said a Temu spokesperson. "We value collaboration with industry peers and stakeholders and are dedicated to advancing collective efforts in intellectual property protection."

Regulatory environment and market pressures

Temu's enhanced focus on intellectual property protection occurs within a challenging regulatory environment. The platform completely ceased Google Shopping advertising campaigns in the United States on April 9, 2025, coinciding with the Trump administration's intensified position on Chinese imports and elevated tariff rates reaching 125%.

The timing of the advertising withdrawal triggered a dramatic decline in Temu's mobile application performance, with its App Store ranking plummeting from a consistent top 5 position to 58th place within three days. This demonstrates the platform's critical dependence on continuous paid acquisition channels rather than organic customer interest or retention.

U.S. lawmakers have specifically targeted Chinese e-commerce platforms in recent months, with some calling for outright bans on imports of goods sold through Temu, citing concerns about forced labor and other trade practice issues. According to data from the U.S. Congress, Temu and its competitor Shein collectively ship approximately 600,000 packages to the United States daily.

INTA program participation and industry standards

Temu participates in INTA-led online workshops, including the Online Platform Notice and Takedown Certification Program. This program outlines the latest procedures and best practices used by e-commerce platforms and social media companies. The workshops aim to enhance the quality and accuracy of rights-holder notices, promoting more effective takedown processes and content moderation.

The platform's seller vetting process requires comprehensive documentation and compliance training for all merchants. Temu maintains an internal enforcement team that handles intellectual property claims with emphasis on speed and accuracy. These measures represent significant investments in IP enforcement infrastructure since the platform's 2022 launch.

The company's algorithmic monitoring system operates continuously, screening millions of product listings and user-generated content for potential trademark violations. Manual review processes complement automated detection, ensuring human oversight for complex cases requiring nuanced judgment.

Market implications for digital advertising

The intellectual property protection initiatives reflect broader industry trends toward enhanced accountability and transparency in e-commerce operations. For the marketing community, Temu's INTA membership signals a potential shift in how Chinese platforms approach brand safety and advertiser confidence.

Digital advertising professionals have increasingly scrutinized platform policies regarding counterfeit products and trademark enforcement. Brand owners require assurance that their advertising investments support legitimate commerce rather than inadvertently promoting infringing products.

The enhanced IP protection measures could influence advertiser trust and platform selection decisions. Marketing professionals evaluating channel partnerships typically consider trademark enforcement capabilities as a key factor in risk assessment and brand protection strategies.

Temu's participation in standardized industry programs through INTA provides marketing professionals with clearer frameworks for evaluating platform compliance and enforcement capabilities. This transparency enables more informed decisions about advertising spend allocation and risk management.

Timeline

• May 2025: Temu participates in INTA Annual Meeting Anti-Counterfeiting Committee Roundtable in San Diego, serving as moderator
• April 9, 2025: Temu completely ceases Google Shopping advertising campaigns in the United States
• April 12, 2025: Temu's App Store ranking plummets from top 5 to 58th position following advertising withdrawal
• December 5, 2024: Temu releases content moderation report for EU Digital Services Act compliance
• October 19, 2024: WP Fusion developer wins trademark dispute with Automattic over plugin use
• October 13, 2024: Advanced Custom Fields plugin becomes center of WordPress trademark dispute
• October 3, 2024: WPEngine sues Automattic and Mullenweg for extortion and trademark misuse
• July 27, 2025: Kentucky files lawsuit against Temu over data collection practices and counterfeit products
• July 24, 2025: Temu announces INTA corporate membership and Anti-Counterfeiting Committee participation

Key terminology explained

Temu: The global e-commerce platform launched in 2022 by PDD Holdings, operating across more than 90 markets worldwide. The platform connects consumers with millions of manufacturers, brands, and business partners, recording approximately 93.7 million average monthly active users in the EU during its peak operational period. Temu has faced significant regulatory challenges including lawsuits over counterfeit products and data collection practices, leading to enhanced focus on intellectual property protection and compliance measures.

Trademark: Legal protection for distinctive signs, symbols, names, or phrases that identify and distinguish goods or services from those of competitors. In the e-commerce context, trademark enforcement has become increasingly complex as platforms must balance protecting brand owners' rights with maintaining open marketplace access. Recent disputes in the WordPress ecosystem and challenges faced by Chinese e-commerce platforms demonstrate the critical importance of robust trademark protection frameworks for digital marketplaces.

INTA: The International Trademark Association, a global organization representing more than 6,700 organizations and over 37,000 trademark professionals across 181 countries. INTA focuses on advancing intellectual property protection through standardized practices, educational programs, and cross-industry collaboration. The association's Anti-Counterfeiting Committee specifically addresses challenges related to counterfeit products and enforcement strategies across digital platforms and traditional commerce channels.

Intellectual Property: The category of legal rights protecting creations of the mind, including trademarks, copyrights, patents, and trade secrets. For e-commerce platforms, IP protection encompasses automated detection systems, human review processes, and compliance frameworks designed to prevent infringement. The complexity of IP enforcement has increased significantly with the growth of global digital marketplaces where millions of products require continuous monitoring for potential violations.

Anti-Counterfeiting: Systematic efforts to identify, prevent, and remove counterfeit products from commerce channels. Modern anti-counterfeiting initiatives employ sophisticated technologies including algorithmic monitoring, image recognition, and pattern analysis to detect infringing products. E-commerce platforms implement multi-layered approaches combining automated screening with human expertise to protect brand owners and consumers from counterfeit goods that may pose safety risks or economic harm.

Platform: Digital infrastructure enabling transactions between multiple parties, typically involving sellers, buyers, and the platform operator. E-commerce platforms face unique challenges in content moderation, trademark enforcement, and regulatory compliance across multiple jurisdictions. The platform model requires balancing open access for legitimate merchants with robust protection mechanisms to prevent abuse and maintain trust among stakeholders.

Enforcement: The implementation of policies, procedures, and technologies designed to ensure compliance with legal requirements and platform standards. IP enforcement encompasses detection capabilities, investigation processes, and remediation actions including content removal and account sanctions. Effective enforcement requires coordination between automated systems and human expertise, particularly for complex cases requiring nuanced judgment about trademark usage and fair use principles.

WordPress: The open-source content management system powering an estimated 43% of websites globally, representing a complex ecosystem involving multiple stakeholders with different commercial interests. Recent trademark disputes within the WordPress community highlight challenges in balancing open-source principles with commercial trademark rights. These conflicts demonstrate broader issues affecting digital platforms where multiple parties claim rights to similar names or branding elements.

Compliance: Adherence to legal requirements, industry standards, and platform policies governing business operations. For e-commerce platforms, compliance encompasses data protection regulations, consumer protection laws, intellectual property requirements, and content moderation standards. The EU Digital Services Act represents a significant compliance framework requiring detailed transparency reporting and systematic content moderation processes for platforms serving European consumers.

Counterfeit: Products that illegally use protected trademarks, copyrights, or other intellectual property without authorization from rights holders. Counterfeit goods pose significant risks including safety hazards from substandard manufacturing, economic losses for legitimate brand owners, and consumer deception about product authenticity and quality. Digital marketplaces employ increasingly sophisticated detection methods to identify and remove counterfeit listings while minimizing false positive impacts on legitimate sellers.

Summary

Who: Temu, the global e-commerce platform owned by PDD Holdings, joined the International Trademark Association (INTA) as a corporate member and will serve on the Anti-Counterfeiting Committee.

What: The membership represents Temu's formal commitment to intellectual property protection through industry collaboration, standardized enforcement practices, and participation in anti-counterfeiting initiatives including workshops and certification programs.

When: The announcement was made on July 24, 2025, with Temu having participated in INTA's Annual Meeting in San Diego in May 2025 as a moderator for the Anti-Counterfeiting Committee Roundtable.

Where: The initiatives span Temu's global operations across more than 90 markets worldwide, with particular relevance to the platform's 93.7 million average monthly active users in the EU and its operations in the United States market.

Why: The move addresses mounting pressure from trademark infringement allegations, regulatory scrutiny of Chinese e-commerce platforms, and the need to build advertiser confidence through enhanced brand protection measures amid challenging market conditions including elevated tariffs and legal challenges.