E-Commerce MOU enables sustained proactive removal of counterfeit listings

June 5, 2025

Online platforms have demonstrated marked improvements in proactively removing counterfeit and infringing product listings, reflecting their continued commitment to the E-Commerce Memorandum of Understanding (MOU) spearheaded by the Intellectual Property Office of the Philippines (IPOPHL) and the importance of synergy between platforms and the private sector to curb counterfeits in online marketplaces.

The positive developments were presented on May 28 at the IPOPHL office during the fifth annual review of the E-Commerce MOU where signatories from e-commerce platforms, brand owners, industry associations, and foreign chambers gathered to share progress and reaffirm shared goals.

In Lazada’s presentation, majority or approximately 85.5% of listings removed for the period of June 1, 2024 to May 15, 2025 were proactive take downs.

On Shopee, 93.6% was removed proactively by the platform in the same period.

TikTok Shop also shared information on preventive listing removals and accounts that were permanently and temporarily restricted for detected counterfeit risks.

The outcomes were welcomed and commended by MOU brand signatories, who noted stronger collaboration and synergy between platforms and rights holders.

Brand representatives emphasized that such improvements are the product of years of relationship and trust-building. Through continuous dialogue, capacity-building sessions, and technical discussions on streamlining takedown protocols, platforms and rights holders have gradually aligned their efforts—leading to more efficient enforcement mechanisms and a higher rate of proactive intervention.

“The data show that the platforms are taking the MOU to heart by innovating and scaling up their systems to detect and remove counterfeits more effectively,” said Deputy Director General Nathaniel S. Arevalo. “This is a win for both brand protection and consumer trust in the digital marketplace.”

The E-Commerce MOU, launched in 2021, is a voluntary agreement between major e-commerce platforms, brand owners, industry groups and foreign chambers to enhance online IP protection through closer coordination.

At present, the MOU has 107 signatories committing to protect IP rights online.