Complaints about infringing e-commerce links go through each platform's IP protection system: first register a complainant account and record your trademark ownership, then submit complaints link by link, stating the grounds with comparison materials attached; the platform removes or blocks the links after its review.
General Complaint Process
- Register an account: register a complainant account on the Alibaba IP Protection Platform (IPP), the Pinduoduo IP protection platform, the JD rights-protection platform, etc.; companies upload their business license, individuals their ID;
- Record ownership: submit the trademark registration certificate, renewal certificates, and the rights holder's identity proof; complaints by an agent also require a power of attorney;
- File the complaint: paste the infringing link, select the infringement type (trademark infringement—counterfeit goods / trademark keyword abuse in titles / store name infringement, etc.), and upload the infringement comparison statement and screenshots;
- Platform review: generally three to fifteen working days; after approval the link is removed and the store demerited; the seller may appeal, and the complainant must respond to the appeal with supplementary submissions;
- Keep following up: repeated infringement by the same seller, complained about multiple times, can trigger store closure.
Keys to a Higher Pass Rate
- Choose the right ground: selling fakes—select counterfeit goods; hitching the brand in titles—select trademark keyword abuse; a mismatch between ground and evidence is the most common reason for rejection;
- Make the comparison specific: compare the infringing sign with the registered trademark element by element, pointing out the identical or similar points;
- For suspected counterfeits, attaching a purchase authentication report or genuine-versus-fake comparison images markedly raises the pass rate.
What If the Platform Does Nothing
A platform complaint only removes links and does not compensate losses. To pursue liability further, use seller information disclosed or obtained from the platform to complain to the market regulation authority or file a civil suit; where a platform refuses a well-founded complaint, you may also assert that it failed to take necessary measures as required by the E-Commerce Law.
When facing such situations, you are advised to consult a filed trademark agent on MyTMBee first to assess whether trademark monitoring should be arranged before deciding on the next step.