The GCA is working with Temu to trial new tech to identify and immediately take down designs stolen by online, overseas marketplace retailers.
Following ongoing advocacy by the Greeting Card Association (GCA), online marketplace Temu has agreed to trial new technology to speed up the identification and removal of UK greeting card designs which infringe the intellectual property rights of its members.
After dialogue with the GCA, Temu is introducing new software to bulk-identify and remove plagiarised designs from its platform that have been stolen by vendors on their site. GCA members have been concerned for some years about the increasing availability of copied designs on far east-based marketplaces that infringe their IP rights – and the UK is being
specifically targeted because of its world-class reputation for design. The emergence of copycat designs on these marketplaces results in Far East businesses getting a free ride on the creative coattails of UK SMEs, impacting the bottom line of publishers, retailers and printers that make up the greeting card sector. And often consumers are left very disappointed with what they receive – Far East copies are often a ‘cut and paste’ onto low quality card or generated from poor AI renders. Not only is today’s development a first step in tackling an issue that undermines the reputation of
online marketplaces themselves, but it also sends a signal that the industry is keen to find ways to
stamp out plagiarism for good.
Temu’s new tech is being trialled by GCA member and greeting card firm Emotional Rescue, and will be followed by a wider pilot with members to test the software and provide feedback.
The GCA has also published updated guidelines for sellers to follow if they find designs for sale on Temu which have been plagiarised. These guidelines, co-written by Emotional Rescue, are part of Temu’s wider IP protection programme, which seeks proactively to monitor and reactively remove copycat designs as well as banning repeat offenders.
GCA chief executive Amanda Fergusson knows the sale of plagiarised designs on online marketplaces is a critical issue for its members, as well as the wider SME community in the UK. That’s why she has advocated for the need to protect the greeting cards industry, both to Temu directly and through lobbying the UK government to tackle this issue.
Following meetings with Department for Business and Trade, small business minister Gareth Thomas MP said in a written response to the GCA that the government shares its concerns around “unlicensed use of British designs on global e-commerce platforms… [and is] … committed to ensuring a fair, sustainable, and competitive trading environment for British businesses.”
Amanda presented an update on the GCA’s advocacy with Temu at the association’s
conference and AGM in Manchester, and also raised the issue last week at the United States Greeting Card Association
conference in Detroit, Michigan.
We know our members feel very strongly about copycat sellers and the difficulties they face
addressing IP infringement on online marketplaces.
What’s more we also know customers are often disappointed by cheap copies that undermine
the thought and care of sending a card in the first place.
But our dialogue with Temu and the actions they’re taking, is a welcome first-step to address
those issues and we appreciate their collaboration in piloting a solution that could help address
the problem.
The GCA always stands ready to find solutions to the critical problems facing our vibrant, creative
and entrepreneurial members that do so much to support high streets, communities and the wider
economy.
GCA chief executive Amanda Fergusson
For more information please contact our press team at press@gca.cards
