Asian online classified ads service Carousell has announced the launch of a new anti-counterfeiting program, the Carousell Rights Owners Programme (Crop), which aims to offer both brands and users protection against fake goods.
The program will only be available to select brand partners, with the online marketplace trialling the platform since December last year, taking down 13,000 listings over the course of nine months.
Brands such as YSL, Gucci and Kering have already signed up to the program, with its mission being to more closely protect the rights of brands as well as offer users buying confidence. Brand partners will be able to directly remove sales of replica items from the site immediately due to the tightened content moderation capabilities.
Serena Darcel Chin, Head of legal for Carousell said, “We
want to create a trusted marketplace platform and protect Carousellers from
inadvertently purchasing counterfeits or unauthorised goods, while at the same
time protecting brands’ rights.
“Crop allows us to proactively address both these issues seamlessly, eliminating any delay in action altogether. Once a listing has been deemed counterfeit and removed directly by the brand through Crop, the seller will automatically receive an email to notify them of the takedown due to their item’s infringement of Intellectual Property (IP) rights.”
The new program signals growing momentum in the worldwide fight against counterfeit cosmetics goods.