It has been a fantastic year for The Global IP Matrix magazine, thanks to all the efforts made by our contributors and to you, the reader for your continued support. We take great pleasure in putting together each issue of this publication, and we sincerely hope you enjoy this final issue of 2019. We have again, collaborated with some of the world's most influential IP law firms and businesses to bring you another eclectic mix of content, direct from the professionals working at ground level. We are already excited for the coming year and cannot wait to continue growing and evolving in our partnerships to bring you some exciting new features for 2020.
Ms. Elvin Hassan
Editor & Head of international liaisons
TRADEMARKS BRAND PROTECTION Amazon Project Zero NOTES By Lisa Lovell, Brand Enforcement UK Ltd www.brandenforcement.co.uk Amazon’s Project Zero was initially rolled out in February 2019 and covered the USA only. With a current estimate of 3,000 brand participants, the project was expanded to Europe on 5th August 2019; and now includes France, Germany, Italy, Spain, and the UK. “Project Zero builds on our longstanding work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero,” said Dharmesh Mehta, Amazon’s Vice President of Consumer and Brand Protection. What is Project Zero? The initiative, aimed at eliminating the spread of counterfeits on Amazon, enables brands to remove counterfeit listings from the site without the need to communicate with Amazon, and thereby essentially “empowering brands to help drive counterfeits to zero.” “Our aim is that customers always receive authentic goods when shopping on Amazon,” Mehta. Is Project Zero free? It is free to enrol in Project Zero, get access to the automated protections and use of the free self-service counterfeit removal tool. However, brands that choose to use the product serialisation service incur a cost per unit, based on volume. Joining Project Zero Currently, an invitation-only experience, brands that are not yet enrolled should join the waiting list. However, it is currently unclear as to how long the wait might be. Once enrolled in one country, brands are automatically enrolled in other countries, therefore avoiding the need to be added to the waiting list or to enrol again. Amazon Brand Registry Interested brands must have a governmentregistered trademark and have enrolled their brand(s) in Amazon Brand Registry. Brands not yet enrolled in Brand Registry can get started by visiting brandservices.amazon. co.uk. • Three-Pronged Approach • Automated product scanning • self-service counterfeit removal tool • product serialisation scheme A three-pronged approach, Project Zero comprises of a suite of tools that combines advanced technology and machine learning with a brand’s knowledge. When a brand joins Project Zero, Amazon turns on automated protections for all, but it’s then left up to the brand as to whether they use the (self-service) removal or (paid for) serialisation tools. Automated Product Scanning “Our aim is to proactively prevent these [counterfeits] before anyone ever sees them,” said Mehta. The first of these tools, automated protections, continuously scans the online stores, proactively detecting counterfeits by referencing logos, trademarks, and other’ key data’ about a brand and then removes any suspected counterfeits. Mehta continued: “Our approach … is part of what happens in our store, so we can scan and verify before it gets to a customer and stop it if it’s inauthentic. This is much better for the customer and the brand. It also allows us to take the appropriate actions if there’s a broader issue.” These machine learning algorithms scan more than 5 billion product listings every day, and for the US brands involved in the programme, the automated protections have prevented more than 65 million products from being prevented and sold in stores. In other words, for each and every suspected counterfeit that a brand has taken down, more than 500 have been proactively stopped by Amazon’s automated protections. “Part of this is improved data sharing between what customs and similar organisations around the world have versus what they’re willing to share with us. This includes data that different companies can share to identify patterns and create better referrals for law enforcement.” Mehta said. “We’ve been testing these automated protections with a number of brands, and on average, our automated protections proactively stop 100 times more suspected counterfeit products as compared to what we reactively remove based on reports from brands,” Mehta continued. Self-Service Tool Amazon has been testing its algorithms for a while, but the self-service counterfeit removal tool is new. Traditionally, if a counterfeit does ‘get through’ the automated protections, the brand would need to submit a notice to Amazon, which would then lead to an investigation and finally appropriate action, which can lead to delays. “If brands are here to help us drive counterfeits to zero and if they’re trying to get counterfeits out of our stores, why don’t we just give them the power to do so?” Mehta. 34 www.gipmatrix.com
12th Edition GIPC Media Partner “Disruptive Innovation And Rethinking IP” 8 - 10 January, 2020, New Delhi, India www.iprconference.com Key Highlights 8th January 2020 - Inaugural Ceremony GIPC Awards Ceremony, Plenary Sessions 9th January 2020 - High Tea & Cocktail Mock Trial, Group Photograph Session 10th January 2020 - Gamification of IP I-HIPP Sessions, Plenary Sessions Eminent Speakers Prof. Dr. Heinz Goddar Boehmert & Boehmert Mr. Hari Subramaniam Subramaniam & Associates Mr. Pravin Anand Anand and Anand Mr. Raghavender G.R. National Mission for Justice Delivery & Legal Reforms, Govt. of India. Mr. V. Lakshmikumaran Lakshmikumaran & Sridharan attorneys Dr. Markus Engelhard Boehmert & Boehmert Dr. Sourabh Khemani L. S. Davar & Co. Mr. Jay A. Erstling Patterson Thuente IP Mr. Erik van der Vyver Von Seidels Mr. Carlos Parra Olartemoure & Asociados Mr. Gregory L. Maurer Klarquist Sparkman Dr. Claudia Pappas Thyssenkrupp AG Organised by Star Sponsor Knowledge Partner Managed by Diamond Sponsor