With this alliance, Temu strengthens its efforts to protect the authenticity of products linked to their geographical origin, through measures such as the proactive detection of possible infringements and its Global Program for the Protection of Geographical Indications, which facilitates collaboration with local companies and competent bodies
The global e-commerce platform Temu has joined as an associate member of oriGIn, the global alliance of geographical indications. Geographical indications (GIs) have economic, social, and cultural value, as they protect products whose unique characteristics and legacy are closely tied to their geographical origin.
Temu's incorporation into oriGIn is part of Temu's ongoing commitment to the protection of intellectual property. By linking up with the global network of producers and institutions related to geographical indications, Temu helps bring e-commerce platforms closer to rights holders, thus reinforcing the protection of geographical indications in the digital market.
"We are pleased to welcome Temu to oriGIn and look forward to working together through our program on the use of technology for the protection of geographical indications, the defense of their rights, traceability, communication, and sustainability. Our global network continues to grow and brings together geographical indication associations from the wine, spirits, and agricultural, artisanal, and industrial products sectors from all over the world, as well as public and private entities committed to their promotion," said Massimo Vittori, general director of oriGIn.
Temu incorporates geographical indication protection measures into its intellectual property protection program
Temu has incorporated specific mechanisms to protect geographical indications within its intellectual property protection program, which has a broad infrastructure for detection and action against possible infringements:
Proactive monitoring: Temu's proactive detection database has more than 47 million images and 9.5 million keywords. This automated system is combined with human review to detect and analyze possible intellectual property rights infringements before products are advertised on the platform.
Effective removal of listings: According to the Temu Intellectual Property Protection Report 2026, for every listing removed reactively, 331 were removed proactively. In addition, intellectual property-related claims were resolved in less than 24 hours on average.
Specific registration of geographical indications: To facilitate the protection of geographical indications for their rights holders worldwide, Temu has created a specific category within its Global Brand Registry (Brand Registry). Rights holders of these rights and their authorized representatives can register their geographical indications by providing the corresponding documentation and directly report listings that infringe their rights through the Brand Protection Center (Brand Protection Center).
Collaboration with the sector: Temu actively collaborates with more than 130 sector associations, maintains a direct relationship with more than 3,000 brands through its Brand Guardian initiative, and offers guidance on regulatory issues through its Seller Education Center (Seller Education Center).
"By joining oriGIn, Temu takes an important step toward bringing digital platforms closer to traditional producer communities. We look forward to learning from oriGIn's broad international network of members and partners and working with them," a Temu spokesperson said.
To effectively protect geographical indications, it is necessary to have robust measures to enforce these rights and to collaborate in a coordinated manner with national and international organizations. During the first half of 2026, Temu held more than 100 meetings with business associations, chambers of commerce, and startup networks in Europe to learn about the difficulties small businesses face when selling online and to take their opinions into account in the seller support initiatives. One of the problems repeatedly pointed out was the lack of contact persons to turn to to resolve possible incidents, a barrier for local businesses.
As part of its support for local businesses, Temu has launched its Global Geographical Indications Protection Program. This initiative allows local businesses, competent authorities, and accredited organizations to collaborate directly with Temu, exchange relevant information, and report possible infringements of geographical indications for review.
Protecting the authenticity of products with geographical indication on the internet helps maintain consumer trust and preserve the livelihood of local producer communities. Temu actively invests in this work through partnerships with organizations such as oriGIn and the Central Inspectorate for the Repression of Fraud and the Protection of Quality of Agri-food Products of Italy (ICQRF). Through proactive detection and active dialogue with the different sectors, Temu seeks to promote best practices to ensure respect for geographical indication rights in the digital environment.