Retailer Primeline Phils joins E-Commerce MOU to protect brands from counterfeits  

December 18, 2025

The Intellectual Property Office of the Philippines (IPOPHL) has welcomed Primeline Products Philippines, Inc. as the latest signatory to its E-Commerce Memorandum of Understanding (MOU), a voluntary cooperation framework aimed at reducing the sale of counterfeit and pirated goods online. 

Primeline develops and distributes a portfolio of premium consumer brands in the home, lifestyle and skin and cosmetics segments. Brands owned by Primeline and its affiliates include JML, In2it, Bling, Mr. Clean, Instant, Stuff, Captain Crust, SammyJ BAMF and Crazy Carabao. Operating in the Philippines for 35 years, the company currently has over 2,000 retail stores across the country. 

Acting Director General Nathaniel S. Arevalo said the participation of Primeline will strengthen coordination among rights holders, retailers and e-commerce partners and facilitate more efficient verification of IP rights and notice-and-takedown procedures.  

These measures form part of IPOPHL’s broader goal of ensuring fair competition for legitimate businesses and ensuring the safety of consumers in online marketplaces. 

“Primeline Products’ willingness to join as an MOU signatory strengthens our shared commitment in ensuring that Filipino consumers have access to safe household, skincare and lifestyle items in accordance with the standards set by our government’s regulatory agencies,” Arevalo said. “We reiterate our support to Primeline Products as part of our ongoing commitment to uphold market integrity and ensure that consumers have access only to authentic and compliant products.” 

Primeline President Christopher James Payne expressed similar sentiments, noting that robust brand protection is integral to maintaining a healthy market environment. 

“Our priority is to be able to provide Filipino consumers with not just legitimate products but also quality goods. We want to do our part in improving the overall Philippine market,” said Payne. 

Under the agreement, Primeline will take part in ongoing MOU activities, including information-sharing, capacity-building workshops and coordinated engagement with platforms to streamline IP protection measures. 

 The E-Commerce MOU, established in 2021, continues to expand its network of signatories as IPOPHL works with rights holders, retailers, business groups and marketplaces to address emerging IP challenges in online trade.