These efforts have yielded positive results with regard to the big problem of copied greeting card designs on Temu’s platform. The e-commerce giant has agreed to work with the greeting card industry to speed up the process of removing infringing designs. This decision comes in direct response to the heavy lobbying efforts of the Greeting Card Association (GCA). As the GCA argues, their members card publishers have been harmed by the proliferation of counterfeit product.
To support this initiative, Temu has created a custom takedown process specifically for the greeting card industry. The new process gives publishers a more effective way to report infringements. Instead of needing to submit individual real-estate listings, now, all they need to provide is one link. It is our goal to always respond to copyright infringement claims quickly and effectively. It solves the majority of takedown requests in less than three business days.
Temu has shown a deep commitment to protecting intellectual property. In fact, the company has made protecting the rights of creators a so-called “top priority.” The new trial process is expected to lead to automatic removals of infringing products, further streamlining operations for card publishers. For example, one participating publisher was able to remove 68 auto-generated listings without human intervention during the test period.
Phony greeting cards have hit card companies hard. Estimates indicate that these scams have caused losses of at least £100,000. Amanda Mountain, a designer and publisher, expressed her distress over the issue, stating:
“Every piece that I create is actually a piece of me.” – Amanda Mountain
She captured the emotional impact that inspiration fatigue and copyism have on creators. “It’s not a nice feeling to see something you’ve poured all your love and hours into taken within minutes,” she noted. Mountain emphasized that the consequences of counterfeit products extend beyond designers, warning that “at some point, it’s going to be the consumers that are going to be affected,” as the availability of quality products diminishes.
The fakes cards found on Temu are further discounted as cheap knock-offs. They pride themselves with washed out, flat images that lack dimension and nuance. This backsliding of quality both hurts designers and frustrates consumers who are in search of authentic products. Mountain pointed out that while cheap alternatives may seem appealing, they often come with hidden costs: “Cheap always comes at a cost.”
The GCA has warmly welcomed Temu’s disruptive business model. They hope the discussion between the two organizations represents an exciting new chapter in resolving perennial copyright infringement concerns in the greeting card arena. Amanda Fergusson, chief executive of the GCA, remarked:
“Our dialogue with Temu and the actions they’re taking is a welcome first step to address those issues.” – Amanda Fergusson
Fergusson stressed the importance of protecting original designs, stating, “We know our members feel very strongly about copycat sellers, and what’s more, we know customers are often disappointed by cheap copies.”
Temu is indeed in the process of striving to improve. It is committed to fostering an ecosystem where creators of all stripes can flourish—with no worry about infringement. The firm works with industry leaders to protect intellectual property. This collaboration further enhances consumer confidence in the products sold through its marketplace.