Temu triples monitored brands and increases the fight against counterfeiting, points out annual report

 Temu expanded its intellectual property (IP) protection last year, tripling the number of brands it monitors to more than 15,000. The ratio of proactive takedowns to reactive takedowns of potentially infringing ads increased to 331:1, up from approximately 200:1 recorded a year earlier, according to its 2026 Intellectual Property Protection Report. 

The annual report, which covers the period from June 2025 to May 2026, details how Temu enforces its platform rules governing IP rights and the results achieved. 

Main report data: 

• – Temu’s proactive monitoring database covers more than 15,000 brands, an increase of about threefold from the previous year’s 5,000+. 
• – Removals of potentially infringing ads outnumbered reactive takedowns by a ratio of 331 to 1, up from approximately 200 to 1 the previous year. 
• – The Temu detection database has more than 47 million images and 9.5 million keywords, a more than ninefold increase in image coverage over the year. 

• It takes less than 24 hours on average to resolve IP complaints. 
•  Temu engaged with more than 130 industry associations during the period, almost double the previous year. 

 Temu proactively screens and removes infringing ads using a combination of its proprietary screening technology and a team of human experts. Early detection reduces the burden of law enforcement on brands, especially on smaller companies that do not have teams dedicated to intellectual property. 

“We work to protect intellectual property before it becomes a problem for the rights holder,” said a company spokesperson. “The report reflects our priorities to proactively find and remove potentially infringing ads, resolve reported cases quickly, and work directly with brands to keep the system improving.” 

Screening at all stages 

 Temu evaluates sellers before they can join and advertise on the platform. Last year, more than 40% of new candidates were rejected from onboarding because they failed validation checks. In the same period, the company closed more than 16,000 stores for repeated IP violations. 

Each ad is analyzed against a detection database of over 47 million images and 9.5 million keywords before it goes live, and continues to be monitored after publication. 

The marketplace has also launched a consumer awareness feature across all markets in which it operates. Searches for terms such as “fake”, “dupe” (replica) and “counterfeit” (counterfeit) return no results and instead display a message about the risks of counterfeit products. The feature blocks more than 80,000 searches of this type every day. 

Working together with brands and companies 
Through the Brand Guardian Initiative (BGI – Brand Protection Initiative), launched in April 2024, brands work with Temu to incorporate their trademarks and other IP rights into the platform's monitoring systems so that infringements are detected more quickly. The initiative works directly with more than 3,000 brands, including around 500 small and medium-sized companies. 

Participating brands receive individualized support and regular data on how the rules apply, regardless of whether they sell on Temu or not. The company also offers IP compliance courses through its Seller Education Center. 

Deeper collaboration with the IP community 

Last year, Temu engaged with more than 130 IP associations, almost double the previous year. In April 2026, the company joined the International Anti-Counterfeiting Coalition, consolidating its role on the coalition's Marketplace Advisory Board. The company also works with international and national IP groups, including the International Trademark Association (International Trademark Association) and the Union des Fabricants of France. 

“Strong intellectual property protection is essential for a healthy market,” the spokesperson said. “Our work protects legitimate brand owners, helps consumers buy with confidence, and builds trust in our marketplace. We will continue to invest in the people, tools, and partnerships that make this protection even stronger.” 

Read the Complete 2026 Intellectual Property Protection Report.