Temu’s Brand Guardian Initiative passes 1,500-partner mark as platform steps up IP protection

More than 1,500 brands are now partnering directly with the online marketplace to reinforce intellectual property safeguards.

When global e-commerce platform Temu launched its Brand Guardian Initiative in April 2024, the goal was straightforward: to help brands protect their intellectual property (IP) and give customers confidence that what they’re buying is authentic.

Just months later, more than 1,500 brands have been onboarded, marking a significant milestone in Temu’s wider push to make online shopping safer and more transparent.

After launching in September 2022, Temu now operates in more than 90 markets globally, connecting consumers to brands, manufacturers and independent sellers.

According to the latest Temu figures, proactive platform-initiated takedowns now outnumber reactive brand-submitted reports 200 to 1, and more than 99% of all requests are resolved within three business days—most within just 24 hours.

The Brand Guardian Initiative sits at the heart of Temu’s wider commitment to strengthening IP protection across the platform. The company employs a comprehensive system that includes an easy-to-use reporting portal, round-the-clock monitoring powered by both algorithms and human reviewers, and strict seller vetting processes.

Temu sees IP protection not just as a regulatory obligation but as a cornerstone of trust with brands, sellers and consumers. The company continues to invest heavily in people, technology, and partnerships to prevent, detect and enforce platform rules on potential infringements.

Industry partnerships pay off

For brands such as The Op Games—publisher of Telestrations, Hues & Cues, and licensed editions of Monopoly and Clue—the partnership with Temu has delivered tangible results.

The Op Games says joining Temu’s Brand Guardian Initiative has meant fewer counterfeits reaching buyers and a faster response to new threats.

Counterfeits create confusion for customers and divert the company’s resources toward filing takedown requests. The proactive protection offered by Temu’s Brand Guardian Initiative has allowed The Op Games to focus on developing new products.

“The Op Games values Temu’s IP protection team for their role in safeguarding our brand through proactive enforcement,” said Brian Greenwald, VP of marketing of The Op Games.  “The team is consistently responsive to our needs.”

A smoother path for rightsholders

Tokyo-based PILOT Corporation, one of the world’s leading pen manufacturers, describes similar gains since joining the programme. The century-old company struggled with different reporting processes across different online platforms, often facing slow responses and inconsistent enforcement.

Under Temu’s system, PILOT says it now benefits from proactive monitoring that detects potential infringements even before manual reports are filed, as well as a dedicated IP contact for transparent and timely communication.

“Reporting infringing products was often time-consuming and complex,” said a spokesperson for PILOT Corporation. “In many cases, we received only automated responses with no clear contact person, which made it difficult to resolve issues efficiently.”

The company found that with some platforms, even when takedown requests were accepted, the response time was slow, and the success rate was not always satisfactory. Similar infringing listings would often reappear shortly after removal, and the seemingly never-ending cycle would begin again.

“Compared to other platforms, the speed and success rate of takedowns on Temu have been notably higher,” the spokesperson said. “As a result, we have saved considerable time and resources while maintaining a stronger, more consistent brand image across the platform.”

Building trust through technology

What’s key to Temu’s IP protection model is how it blends technology and human review. Automated tools identify suspicious listings by third-party sellers on the platform, while IP specialists verify and escalate issues to ensure quick takedowns and rapid resolutions for rightsholders. Temu monitors more than 5,000 brands and plans to expand its IP support programmes further.

For rightsholders, the collaboration offers more than just enforcement efficiency: it provides visibility into emerging industry counterfeiting trends and strengthens consumer confidence in authentic products.

“We remain very positive about our partnership with Temu and look forward to its continued growth in the future,” said a spokesperson for PILOT Corporation.

Rightsholders seeking to engage with Temu on intellectual property matters can contact our IP Protection Team at ipprotection@temu.com