Enforcement <strong>of</strong>ficials need to be will<strong>in</strong>g to use<strong>in</strong>novative tools to tackle <strong>the</strong> challenges presentedby counterfeit<strong>in</strong>g and need to know that <strong>the</strong>y will besupported with <strong>the</strong> necessary legal tools and resources.Rights holders are will<strong>in</strong>g to support <strong>in</strong>novativeprogramm<strong>in</strong>g <strong>in</strong> order to address <strong>the</strong> challenges<strong>the</strong>y face.Partnerships With IntermediariesThere are a number <strong>of</strong> measures through which IPRcan be effectively enforced onl<strong>in</strong>e, yet it is <strong>in</strong>creas<strong>in</strong>glyoccurr<strong>in</strong>g through partnerships with “onl<strong>in</strong>e<strong>in</strong>termediaries.” Typically, positive relationshipsbetween rights holders and <strong>the</strong>se <strong>in</strong>termediaries,<strong>in</strong>clud<strong>in</strong>g onl<strong>in</strong>e payment processors, search eng<strong>in</strong>es,Internet service providers, onl<strong>in</strong>e advertisers, onl<strong>in</strong>eretailers, web auction sites, web host<strong>in</strong>g providers,doma<strong>in</strong> name system (DNS) registries and social mediaplatforms, can provide <strong>the</strong> basis for cooperation <strong>in</strong> <strong>the</strong>prevention <strong>of</strong> counterfeit distribution. This relationshiprequires <strong>the</strong> support <strong>of</strong> government.In <strong>the</strong> OECD’s Declaration for <strong>the</strong> Future <strong>of</strong> <strong>the</strong> InternetEconomy, <strong>the</strong> organization outl<strong>in</strong>ed eight goals, two<strong>of</strong> which were to ensure respect for IPR and to ensurea trusted Internet-based environment which <strong>of</strong>fersprotections to <strong>in</strong>dividuals. The OECD has stated thatgovernment cooperation with Internet <strong>in</strong>termediariesis key to protect<strong>in</strong>g both consumers and IPR onl<strong>in</strong>e. 96Payment processors have proven to be will<strong>in</strong>gpartners <strong>in</strong> work<strong>in</strong>g with rights holders to prevent<strong>the</strong> <strong>in</strong>fr<strong>in</strong>gement <strong>of</strong> rights onl<strong>in</strong>e. As an example,VISA participated <strong>in</strong> Operation Pangea, us<strong>in</strong>g itsparticipation <strong>in</strong> <strong>the</strong> project as an opportunity to rem<strong>in</strong>dits clients that all <strong>of</strong> <strong>the</strong>ir transactions processed byVISA must be compliant with <strong>the</strong> laws <strong>in</strong> both <strong>the</strong>country <strong>of</strong> <strong>the</strong> seller and <strong>of</strong> <strong>the</strong> buyer. 97Many sites that <strong>of</strong>fer counterfeit and pirated goodsderive a portion or all <strong>of</strong> <strong>the</strong>ir revenues fromadvertis<strong>in</strong>g. The banner and display ads that appearon <strong>the</strong>se websites are frequently placed <strong>the</strong>re by adbrokers who place onl<strong>in</strong>e advertis<strong>in</strong>g <strong>in</strong> <strong>the</strong> view <strong>of</strong>target audiences for advertisers. Operators <strong>of</strong> sitesthat <strong>of</strong>fer counterfeit goods also use <strong>the</strong>se servicesto advertise <strong>the</strong>ir illegitimate products <strong>in</strong> associationwith legitimate goods. A two-pronged approach byowners <strong>of</strong> legitimate content is required to addressthis problem. First, advertisers <strong>of</strong> legitimate productsmust demand that onl<strong>in</strong>e ad brokers not place <strong>the</strong>irads on websites that <strong>of</strong>fer illegitimate goods and that<strong>the</strong>se same brokers not place ads on <strong>the</strong>ir legitimatewebsites for illegitimate goods. Second, <strong>in</strong> order toavoid consumer confusion, action must be taken by adbrokers to limit <strong>the</strong> use <strong>of</strong> <strong>the</strong>ir services by operators<strong>of</strong> illegitimate websites. Onl<strong>in</strong>e advertisers, alsoconcerned about <strong>the</strong> safety <strong>of</strong> <strong>the</strong>ir consumers, aretak<strong>in</strong>g some positive action. Google has acknowledgedthat “Like all o<strong>the</strong>r Internet companies, we are fight<strong>in</strong>ga war aga<strong>in</strong>st a huge number <strong>of</strong> bad actors—fromwebsites sell<strong>in</strong>g counterfeit goods and fraudulenttickets to underground <strong>in</strong>ternational operations try<strong>in</strong>gto spread malware and spyware.” 98Recently, two major <strong>in</strong>dustry associations, TheAssociation <strong>of</strong> National Advertisers and <strong>the</strong> AmericanAssociation <strong>of</strong> Advertis<strong>in</strong>g Agencies, implementedpolicies to discourage <strong>the</strong>ir members from plac<strong>in</strong>gadvertisements on rogue sites—sites that <strong>in</strong>fr<strong>in</strong>geIPR. In this process, <strong>the</strong> agencies recommendedthat companies <strong>in</strong>clude a clause <strong>in</strong> <strong>the</strong>ir advertis<strong>in</strong>gcontracts that require advertisers to take “commerciallyreasonable measures” to prevent <strong>the</strong>ir ads fromappear<strong>in</strong>g on rogue sites. 99 The groups <strong>in</strong>dicated that<strong>the</strong>y made this commitment because “we should notknow<strong>in</strong>gly allow our bus<strong>in</strong>esses and brands to supplyf<strong>in</strong>ancial lifeblood or lend a veneer <strong>of</strong> legitimacy to96 OECD, The Economic and Social Role <strong>of</strong> Internet Intermediaries, April 2010. Available at: www.oecd.org/dataoecd/49/44949023.pdf97 VISA Press Release, VISA supports global law enforcement action aga<strong>in</strong>st rogue onl<strong>in</strong>e pharmacies, October 14, 2010. Available at:http://www.visaeurope.com/en/newsroom/news/articles/2010/support<strong>in</strong>g_operation_pangea.aspx98 Google Official Blog Mak<strong>in</strong>g Our Ads Better for Everyone March 14, 2012. Available at: http://googleblog.blogspot.ca/2012/03/mak<strong>in</strong>g-ourads-better-for-everyone.html99 Brendan Sasso, Advertisers Pledge not to Support Rogue Sites, The Hill, May 3, 2012. Available at: http://<strong>the</strong>hill.com/blogs/hillicon-valley/technology/225249-advertisers-pledge-to-not-support-rogue-pirate-sites<strong>Counterfeit<strong>in</strong>g</strong> <strong>in</strong> <strong>the</strong> <strong>Canadian</strong> <strong>Market</strong> | The <strong>Canadian</strong> Intellectual Property Council 23
fundamentally illicit bus<strong>in</strong>ess models that threaten <strong>the</strong>jobs <strong>of</strong> millions <strong>of</strong> Americans <strong>in</strong> <strong>the</strong> creative <strong>in</strong>dustriesand, ultimately, our national economic welfare.” 100The role <strong>of</strong> government <strong>in</strong> facilitat<strong>in</strong>g <strong>the</strong>separtnerships cannot be understated. In 2011, <strong>the</strong>European Commission brokered a memorandum<strong>of</strong> understand<strong>in</strong>g between rights holders and<strong>in</strong>termediaries that established “a code <strong>of</strong> practice <strong>in</strong><strong>the</strong> fight aga<strong>in</strong>st <strong>the</strong> sale <strong>of</strong> counterfeit goods over <strong>the</strong>Internet and to enhance <strong>the</strong> collaboration between <strong>the</strong>signatories <strong>in</strong>clud<strong>in</strong>g and <strong>in</strong> addition to notice andtakedown procedures.” 101 In do<strong>in</strong>g so, <strong>the</strong> EuropeanCommission acknowledged that <strong>the</strong> existence <strong>of</strong> <strong>the</strong>MOU should impact <strong>the</strong> behaviour <strong>of</strong> organizations,<strong>in</strong>clud<strong>in</strong>g those who were not signatories. Under<strong>the</strong> MOU Internet platforms committed to creat<strong>in</strong>gproactive and preventative measures to protect<strong>the</strong>ir clients from <strong>the</strong> harms <strong>of</strong> <strong>in</strong>fr<strong>in</strong>g<strong>in</strong>g goods and<strong>in</strong>dicated <strong>the</strong>y were committed to voluntary noticeand takedown and would <strong>in</strong>troduce policies to dealwith repeat <strong>in</strong>fr<strong>in</strong>gers. 102 There are a vast number<strong>of</strong> <strong>in</strong>dustry signatories <strong>in</strong>clud<strong>in</strong>g Adidas, Amazon,Burberry, eBay, Micros<strong>of</strong>t, PriceM<strong>in</strong>ister, Unilever, <strong>the</strong>Motion Picture Association and Proctor and Gamble. 103Such government brokered MOUs give rights holdersand <strong>in</strong>termediaries <strong>the</strong> opportunity to work toge<strong>the</strong>r toidentify strategies that meet <strong>the</strong> bus<strong>in</strong>ess needs <strong>of</strong> bothbus<strong>in</strong>ess groups and protect <strong>the</strong> <strong>in</strong>terests <strong>of</strong> consumers.Onl<strong>in</strong>e retailers can also be important players <strong>in</strong> <strong>the</strong>fight aga<strong>in</strong>st <strong>the</strong> sale <strong>of</strong> counterfeit and pirated goods.These refer to onl<strong>in</strong>e retailers <strong>of</strong> third-party goodsand <strong>in</strong>clude auction sites and B2B retailers. 104 Onl<strong>in</strong>eretailers and auction sites are <strong>in</strong> a position to developand enforce <strong>in</strong>ternal policies on <strong>the</strong> goods appear<strong>in</strong>gon <strong>the</strong>ir platforms and thus can prevent counterfeitgoods from ever enter<strong>in</strong>g <strong>the</strong> marketplace. Fortunately,a number <strong>of</strong> onl<strong>in</strong>e retailers and auction sites havevoluntarily developed policies on <strong>the</strong> sell<strong>in</strong>g <strong>of</strong>counterfeits and are beg<strong>in</strong>n<strong>in</strong>g to enforce violations <strong>of</strong><strong>the</strong>ir policies. PriceM<strong>in</strong>ister, <strong>the</strong> lead<strong>in</strong>g French auctionsite, has voluntarily developed an anti-counterfeit<strong>in</strong>gpolicy aimed at protect<strong>in</strong>g customers. AlthoughPriceM<strong>in</strong>ister has taken a consistent stand <strong>in</strong> <strong>the</strong> fightaga<strong>in</strong>st piracy, its 2009 sign<strong>in</strong>g <strong>of</strong> a memorandum<strong>of</strong> understand<strong>in</strong>g with <strong>the</strong> French m<strong>in</strong>ister <strong>of</strong> <strong>the</strong>Economy to fight counterfeit<strong>in</strong>g on <strong>the</strong> Internet hascerta<strong>in</strong>ly <strong>in</strong>fluenced its activity. 105100 Ibid.101 Memorandum <strong>of</strong> Understand<strong>in</strong>g on <strong>the</strong> sale <strong>of</strong> counterfeit goods over <strong>the</strong> Internet, May 4, 2011. Available at: http://ec.europa.eu/<strong>in</strong>ternal_market/iprenforcement/docs/memorandum_04052011_en.pdf102 Ibid.103 Ibid.104 The Economic and Social Role <strong>of</strong> Internet Intermediaries, p. 12.105 Counterfeit Goods on <strong>the</strong> Web: PriceM<strong>in</strong>ister Leads <strong>the</strong> Way <strong>in</strong> Europe, February, 2010. Available at: http://www.prlog.org/10524036-counterfeit-goods-on-<strong>the</strong>-web-pricem<strong>in</strong>ister-leads-<strong>the</strong>-way-<strong>in</strong>-europe.html24 <strong>Counterfeit<strong>in</strong>g</strong> <strong>in</strong> <strong>the</strong> <strong>Canadian</strong> <strong>Market</strong> | The <strong>Canadian</strong> Intellectual Property Council