According to current news from the Alibaba Group, the company gained 75 new brands for its Anti-Counterfeiting Alliance. The members include numerous big players from various industries. But Alibaba’s anti-counterfeit initiative is still facing criticism.
Since calling the Alibaba Anti-Counterfeiting Alliance (AACA) into life at the beginning of 2017 with roughly 30 brands, the Chinese corporation has been able to triple the number of participating companies with 75 new and renowned members.
Among the participating brands are numerous heavyweights from different industries such as the technology corporation 3M, the pharmaceutical company Johnson & Johnson, the sport and fashion brands Adidas, Burberry and Levi’s, the automotive manufacturers Ford and Honda, the food corporations Mars and Danone, the consumer goods company Procter & Gamble, the cosmetic brands Estée Lauder and L’Oreal, the luxury article manufacturer Louis Vuitton as well as the hardware and software corporations Adobe, Apple, Microsoft, Samsung and Sony.
For Alibaba, the Anti-Counterfeiting Alliance is an opportunity to specifically fight counterfeits on its online retail platforms and to make allies of critics. By using modern technology such as Big Data, the 105 companies now a member of the AACA work together in six key areas. These include the proactive monitoring of offers, test purchases of suspicious products, offline investigations, cooperation with law enforcement agencies, civil proceedings as well as awareness campaigns for consumers.
Alibaba, Alizila, Securing Industry, The Fashion Law
Article created in cooperation with the Anti-Piracy Analyst, May 2018 edition