48 Brand protection is a critical aspect of maintaining the integrity and value of a company’s identity in today’s digital age. One significant challenge companies face is online theft, particularly in the realm of design. Whether it’s copying product designs, logo infringement, or plagiarism of creative content, such acts not only erode a brand’s unique identity but also undermine its market position and revenue. To combat online theft from an anti-copying in design perspective, companies must adopt proactive measures. Firstly, registering trademarks and designs and designs is fundamental. These legal protections provide a solid foundation for pursuing legal action against infringers. Additionally, watermarking images and incorporating hidden identifiers into digital content can deter unauthorised use and help track down perpetrators. ACID members can use the IP Databank, ideal for uploading designs, plans, and copyright works. It facilitates cost effect document management and can be used in all sorts of situations adding to the audit trail as vital evidence of a design’s evolution and the incremental stages. Identifying design theft Regularly monitoring online platforms and marketplaces is crucial in identifying instances of design theft. Companies can employ automated tools and manual checks to scour websites, social media platforms, and e-commerce sites for unauthorized use of their designs. Prompt action, such as sending cease-anddesist letters or filing Digital Millennium Copyright Act (DMCA) takedown notices, is essential to swiftly address infringements. In the first of a series of three articles, ACID will share some tips and advice from its new partner SnapDragon Monitoring who offer ACID members specially discounted fees to pursue online infringement. The collaboration between ACID and SnapDragon aims to combat these issues by offering guidance, advice, and technical monitoring to protect assets. Leveraging SnapDragon’s innovative AI platform, Swoop, SMEs can continually scour the web to detect brand threats, infringements on registered and unregistered IPRs, and counterfeit product listings. They can then take swift action to remove these threats before they damage sales, brand reputation, or customer safety. Online infringement – top five tips 1. How can I remove infringements on Alibaba/AliExpress? Register with Alibaba’s International Digital Commerce Group IP Protection Platform (IPP) https://ipp.aidcgroup.net/#/ippHome There is also an online submission form which is for rights owners who have not registered or set up accounts with IPP: https://ipp.alibabagroup.com/complaint/onlineForm/online.htm 2. How can I remove infringements on Etsy? There is a portal www.etsy.com/uk/ipreporting and a web form www.etsy.com/ legal/ip/report 3. How can I remove infringements on Pinterest? If you’re concerned that someone may be using your trademark in an infringing way or want to report alleged copyright infringements, you can use Pinterest’s online form or email trademark@ pinterest.com or copyright@pinterest.com 4. How can I remove infringements on eBay.co.uk? To file a complaint relating to an eBay UK listing you can email a Notice of Claimed Infringement to VeRO@ebay.co.uk or sign up to use the VeRO reporting tool. 5. How can I remove infringements on Tik Tok? You can report listings via their IP rights form available here (copyright): https:// www.tiktok.com/legal/report/Copyright You can report listings via their IP rights form available here (trademark): https://www. tiktok.com/legal/report/Trademark Collaboration with ACID’s partner Snapdragon who have a long track record dealing with online infringement can provide invaluable guidance and support in navigating the complexities of brand protection and enforcement. Educating employees and partners about the importance of respecting intellectual property rights and implementing strict policies regarding the use and dissemination of proprietary designs can also reinforce brand protection efforts. In conclusion, safeguarding against online theft from an anti-copying in design perspective requires a multi-faceted approach involving legal safeguards, technological solutions, vigilant monitoring, and a culture of respect for intellectual property rights. By taking proactive steps to protect their brands, companies can preserve their uniqueness, reputation, and competitive advantage in the marketplace. And what better way than to use the ACID brand of deterrence, the member of ACID logo, licensed to ACID members to do just that. For more information about our next brand protection online seminar, please contact the acid office: info@acid.uk.com Brand protection Marking 25 years of ACID, CEO Dids Macdonald looks at brand protection in the first of this three-part series A recent SnapDragon survey discovered that nearly 20 percent of UK SMEs have fallen victim to counterfeit product sales, resulting in severe financial losses for 93 percent of them. Moreover, an astounding £13.6 billion worth of fake goods infiltrated Britain in 2020, causing legitimate businesses to lose sales totalling £9 billion.
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