Electronic Retailer - July 2012 - 28

COUNTERFEITING: WHY WE SHOULD CARE AND WHAT WE CAN DO

and services offered vary greatly among these vendors, but most of them allow clients to pick and choose the services they want a la carte. At minimum, a company will want to retain a vendor that has a proven ability to effectively search across multiple online marketplaces and, importantly, to have its work stand up in court. It also should be able to send out automated ceaseand-desist letters to infringers selling counterfeit goods and to track and follow up on them. Additionally, it should be able to provide metrics reports and listings – the ROI derived from their activities – among other things, as measured by counterfeit products removed from the marketplace. John Yang of Euro-Pro Operating, LLC, a leading manufacturer of kitchen, steam and vacuum products, knows firsthand how third-party monitoring services can streamline online anti-counterfeiting efforts. “Before we partnered with a third-party monitoring

First, companies should register their intellectual property (IP) in the U.S., China and all other territories that they care about. Registration is the cornerstone of any good anti-counterfeiting strategy.
service, we were engaged in an online game of Whac-a-Mole, spending resources to take down counterfeiters with no guarantee that we were getting a high profile target. Now, our brand protection partners not only automate searching across multiple online platforms, but also identify the counterfeiters moving the most product, giving Euro-Pro a larger return on its anti-counterfeiting investment.” Another bit of advice: Use the United States government. In recent years, the U.S. has dedicated a significant amount of personnel and resources to combating counterfeiting. Not only is counterfeiting bad for the economy, but it affects consumer safety. One agency at the forefront of the battle is the U.S. Customs and Border Protection Agency, which is in charge of inspecting goods as they come into the country. Customs has the authority to enforce U.S. trademark and copyright laws by detaining and seizing counterfeit and pirated goods imported into the United States. In fiscal year 2011, U.S. Customs performed 24,792 seizures worth $178.3 million. Customs’ services are of negligible cost to the company seeking to use its services. To utilize Customs’ services, a company simply must record all trademarks or copyrights that it would like Customs to enforce. To the extent a company already has information about known counterfeiters, it also can provide Customs with that information so it can identify shipments of infringing products and components. IP owners also can and should work with Customs to develop anti-counterfeiting strategies so that officers at ports of entry are better able properly to identify infringing goods. After assembling the product identification information, Customs suggests that the importer set up meetings with the officers at the relevant ports of entry to review the relevant product information. The National Intellectual Property Rights Coordination Center is comprised of 20 partner agencies from around the world. The IPR Center investigates cases brought to it from companies facing counterfeiting. Because the IPR Center shares information across 20 agencies worldwide, a company can get a lot of coverage on the counterfeiting issue by going to one central location. (However, it should be noted

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Electronic Retailer - July 2012

Table of Contents for the Digital Edition of Electronic Retailer - July 2012

Calendar of Events
Your Association Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
From the Executive's Desk
Cover Story: Could You Sell Like Amazon?
Counterfeiting: Why We Should Care and What We Can Do
All Media Are Not Created Equal
Guest Viewpoint
Inventor's Corner
Retail
Fulfillment
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2012 - cover1
Electronic Retailer - July 2012 - cover2
Electronic Retailer - July 2012 - 3
Electronic Retailer - July 2012 - 4
Electronic Retailer - July 2012 - 5
Electronic Retailer - July 2012 - 6
Electronic Retailer - July 2012 - Calendar of Events
Electronic Retailer - July 2012 - Your Association Your Bottom Line
Electronic Retailer - July 2012 - Industry Reports
Electronic Retailer - July 2012 - 10
Electronic Retailer - July 2012 - 11
Electronic Retailer - July 2012 - 12
Electronic Retailer - July 2012 - FTC Forum
Electronic Retailer - July 2012 - eMarketer Research
Electronic Retailer - July 2012 - 15
Electronic Retailer - July 2012 - IMS Retail Rankings
Electronic Retailer - July 2012 - 17
Electronic Retailer - July 2012 - Jordan Whitney's Top Categories
Electronic Retailer - July 2012 - 19
Electronic Retailer - July 2012 - 20
Electronic Retailer - July 2012 - From the Executive's Desk
Electronic Retailer - July 2012 - Cover Story: Could You Sell Like Amazon?
Electronic Retailer - July 2012 - 23
Electronic Retailer - July 2012 - 24
Electronic Retailer - July 2012 - 25
Electronic Retailer - July 2012 - Counterfeiting: Why We Should Care and What We Can Do
Electronic Retailer - July 2012 - 27
Electronic Retailer - July 2012 - 28
Electronic Retailer - July 2012 - 29
Electronic Retailer - July 2012 - All Media Are Not Created Equal
Electronic Retailer - July 2012 - 31
Electronic Retailer - July 2012 - 32
Electronic Retailer - July 2012 - 33
Electronic Retailer - July 2012 - 34
Electronic Retailer - July 2012 - 35
Electronic Retailer - July 2012 - Guest Viewpoint
Electronic Retailer - July 2012 - 37
Electronic Retailer - July 2012 - Inventor's Corner
Electronic Retailer - July 2012 - Retail
Electronic Retailer - July 2012 - Fulfillment
Electronic Retailer - July 2012 - Legal
Electronic Retailer - July 2012 - Advertiser Spotlight
Electronic Retailer - July 2012 - Advertiser Index
Electronic Retailer - July 2012 - Classifieds
Electronic Retailer - July 2012 - 45
Electronic Retailer - July 2012 - Rick Petry
Electronic Retailer - July 2012 - cover3
Electronic Retailer - July 2012 - cover4
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