Taobao Punish Commodity Brand Inconsistency, Punish Three Major Illegal Situations

Recently, TaoBao Rules released Taobao's products brand Since December 16, 2016, Taobao will carry out special management of all the issues related to brand inconsistency and manage the abuse of brands in the market.

Reporters learned that, for the phenomenon of brand infringement, misleading and so on, in April of this year, Taobao launched a special action to focus on the infringement of illegal products on the right side of the brand, and the illegal merchandise produced by consumers at the consumer's side. In December 13th, Taobao took the lead in changing the relevant rules of "brand inconsistency", adjusting the content of illegal information processing, and adding new rules and Implementation Rules for the identification and punishment of brand inconsistency, so as to manage the misleading phenomenon in the market.

According to Taobao platform management related operators, the purpose of this special rectification is to maintain a healthy market order, to provide consumers with a good Taobao ecosystem, so that consumers can get a better shopping experience. The content of the remediation includes all the issues related to commodity brand inconsistency.

Brand inconsistency refers to the inconsistencies and mismatches of brands, such as titles, attributes, descriptions or images in merchandise information sold by sellers, including improper use of others' rights, spamming information and inconsistent description. In actual sales, in order to attract consumers' eyeballs, some sellers appear inconsistent in the title, commodity description and other places, or even point to multiple brands. For example, a certain Gym shoes The seller is selling a certain product. Gym shoes When the title is completed, the brand name is " Nike However, the attribute is another brand, which is a typical violation, because the trademark information of the seller is not used properly.

When the brand mismatches or conflicts occur among all the links, it will easily lead to confusion among the buyers. It is not clear where the brand description will prevail, resulting in unnecessary misunderstanding and disputes. Therefore, the description of the brand information of the same commodity should be consistent and matching in all aspects of the commodity page. The rules of Taobao remind sellers to check their brand information in time, such as title, picture, attribute area, details description and so on, and do not describe other unrelated brand information.

If there is any doubt about the seller, the Taobao rules indicate that the seller can check the complaint entrance through the "business center - Physical Examination Center - the illegal record" path. If a complaint is required, the seller can find the right punishment through the "business center - Physical Examination Center - the illegal record" path, clicking the "appeals" below, and the opportunity to appeal is only once, and it can be appealed within 15 days.

[main case]

Improper use of the rights of others

(1) violations

It is improper to use the trademark right of others in the commodity information released by the seller.

Scenario cases (including but not limited to):

1, the title, description or picture of a product will point to a successful registered brand, and any other brand will appear in the commodity attribute.

Case: the title is filled with the brand "Nike", and the property is filled with another brand "straw straw".

2, title, product description, attribute or picture point to two or more registered successful brands.

Case: fill in two different successful brands of "Lining" and "Nike".

3, title, attribute, commodity description or picture point to a similar brand of a successful registered brand.

Case: the title of invalid trademark "Hai Jia home" is similar to the registered successful brand "Hai Lan home".

(two) violation handling

In accordance with the provisions of the Taobao rules "improper use of the rights of others", the violation is handled:

Two, spamming information

(1) violations

There are inconsistencies and mismatches between the brand information in the seller's sale, the title, the attributes, the description of the merchandise or the brand in the picture. (other than the right to use other people's rights)

Scenario cases (including but not limited to):

1, title, product description or picture point to an arbitrary brand, the brand attribute is empty, other or non-standard input brand (standard input brand refers to the brand choice of the brand standard writing method).

Case 1: fill in the brand "Nike" and do not fill in the brand attribute.

Case 2: the title is to fill in the brand "XTEP" and the brand attribute to fill in the "other/ other".

Case 3: the title is filled with the brand "Nike", and the brand attribute is filled in the non-standard input brand "Nike genuine sports shoes, air cushion spring and summer net men's shoes" (standard brand Nike/ Nike).

Note: the brand attribute value in the above illustration should be selected as "Nike/ Nike". Even if you enter Nike by yourself, you have the brand attribute but do not choose to edit it yourself. Even if the brand attribute is consistent with the title description of the brand, it still belongs to the "brand difference".

2, title, attribute, commodity description or main map, pointing to a registered successful brand and more than one unregistered successful brand, or to two or more unregistered successful brands. (except in the case of "infringement": the title of a product refers to a registered successful brand, and any other brand of the commodity attribute appears).

Case: fill in a title of the successful brand "Feng Zi song", another unregistered successful brand "yingzi clothing".

(two) violation handling

Referring to the violation of the "brand inconsistency" in paragraph (six) of the "Taobao rules", "

Three, the description is not consistent.

(1) violations

The seller's brand description is not consistent with the buyer's receipt of the brand.

Scenario cases (including but not limited to):

Case: goods described as "Nike" brand, actually received shoes brand is not "Nike".

(two) violation handling

Refer to the "description inconsistent" provisions of the Taobao rules for irregularities:

Note: if the goods are in conformity with the "counterfeit registered trademark goods", that is, those licensed by the registered trademark owner, the same trademark will be used on the same commodity. Taobao will deal with it according to the relevant rules for the sale of counterfeit goods.

More follow-up reports, please pay attention to the world clothing shoes and hats net.