Temu has launched a new feature designed to strengthen the protection of geographical indications (GIs) in e-commerce and facilitate action by producers and rights holders against potential misuse.
The platform has added a specific category for geographical indications to its Trademark Registration Portal, creating a direct channel for trademark holders to collaborate with Temu and report potential infringements for analysis. The tool is available in all markets.
Geographical indications identify products whose quality, reputation, or other characteristics are associated with their geographical origin, playing a significant role in the economic and cultural enhancement of producing regions and communities.
Tool seeks to simplify reporting.
The new category integrates measures already adopted by Temu in the area of intellectual property and seeks to make the process of protecting Geographical Indications simpler and more accessible.
According to the platform, the initiative also stems from conclusions gathered in over 100 meetings with business associations, chambers of commerce, and startup networks across Europe, in which the complexity of processes was repeatedly identified as a barrier to online activity.
“We want to support local businesses with practical tools that reduce complexity ,” says a Temu spokesperson.
The company believes that the new solution allows holders of geographical indications to work more directly with the marketplace in protecting the authenticity of products, as well as the knowledge and heritage associated with their origin.
Temu monitors more than 15 brands.
This functionality is part of a broader intellectual property protection strategy that combines collaboration with rights holders, proactive monitoring, proprietary technology, and expert review.
According to Temu's 2026 Intellectual Property Protection Report, the database used for proactive monitoring covers more than 15 brands.
During the period analyzed in the report, the proactive removal of potentially infringing ads exceeded removals resulting from complaints by a ratio of 331 to one.
Temu also claims to work directly with over three thousand brands through the Brand Guardian Initiative and provides resources on intellectual property and compliance to sellers through the Seller Education Center.
