Temu Launches Geographical Indication Protection to Support Local Producers

E-commerce platform Temu has added a new dedicated geographical indications (GI) category to its Brand Registry Portal, aiming to support local producers and strengthen the safeguarding of authentic GI products online.

The new GI feature, available across all markets, provides rightsholders with a direct channel to cooperate with Temu and submit notifications concerning potential GI infringements for review. Geographical indications identify products whose qualities or reputation are linked to their geographic origin, holding economic, social, and cultural value for local communities.

This initiative addresses feedback from over 100 meetings with European trade associations and chambers of commerce, where complexity was identified as a recurring barrier to online business. "We want to support local businesses with practical tools that reduce complexity," a Temu spokesperson stated. "For GI rightsholders, this means a clearer way to work directly with us to help protect the authenticity of their products and the expertise and heritage behind them."

The new category builds upon Temu's existing intellectual property (IP) protection efforts, which combine cooperation with rightsholders, proactive monitoring, proprietary technology, and expert review. The company aims to streamline the process for rightsholders to protect their unique products and heritage.

According to Temu's 2026 Intellectual Property Protection Report, the company's proactive monitoring database covers over 15,000 brands. During the reporting period, proactive removals of potentially infringing listings outnumbered reactive takedowns by 331 to 1.