Panel SA: Mercado Livre creates anti-counterfeiting alliance with Victoria’s Secret and Under Armor

This week, Mercado Livre launches a project to combat piracy in ecommerce, called Aliança Anti-counterfeiting, in partnership with Levi Strauss & Co, Under Armor and Victoria’s Secret.

Other global companies with a regional presence are expected to be announced in the coming weeks, according to Jacobo Cohen Imach, vice president of Mercado Livre for Latin America.

“There was an inflection point in the pandemic, which changed the way we do business, both buying and selling. We feel this responsibility to provide the buyer with a safe environment in which to trade and also to educate the seller,” says Imach.

The Alliance will act on five fronts: in addition to monitoring ads based on algorithms and identifying counterfeit products, the idea is to educate sellers about good publishing practices and guide buyers to report non-original items.

The group also says it will file lawsuits against violators who use ecommerce to sell non-original products, and collaborate with authorities and regulatory agencies.

This year, the Free Market was asked by Procon-SP about the sale of illicit products by third parties on its platform and what actions it has taken to combat the practice. Anatel also sent a warning to the company and other market places about the piracy of products such as cell phones and chargers.

with Andressa Motter e Ana Paula Branco ​