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Temu Seeks to Join EU Anti-Counterfeiting Initiative Amid Scrutiny Over Product Control Practices

Chinese online retailer Temu is exploring the possibility of joining a group of ecommerce platforms and brands that are collaborating to combat the sale of counterfeit products in Europe. This initiative, known as the "Memorandum of Understanding (MoU) on the sale of counterfeit goods on the internet," is a voluntary agreement facilitated by the European Commission, with existing signatories including major online retailers like Amazon, Alibaba, and eBay, as well as well-known brands such as Adidas, Nike, Hermes, and Moncler.

Temu is expected to present itself as a "potential new signatory" at an upcoming meeting of the MoU members on November 11, highlighting its interest in joining the effort. A spokesperson for Temu stated that collaborative actions are crucial in addressing counterfeiting issues.

This move comes amid increasing scrutiny from European Union authorities regarding Temu's product control practices. Recently, the European Commission launched an investigation into the platform for potential violations of EU regulations against the sale of illegal products, and earlier in the month, it had requested information from Temu under the Digital Services Act (DSA).

Temu, a subsidiary of Chinese ecommerce giant PDD Holdings, has rapidly gained traction in Europe and the United States, attracting millions of users with aggressive marketing strategies and a slogan that promotes shopping at low prices. However, many of the products listed, particularly clothing, shoes, and handbags, are designed to closely resemble popular branded items while being sold at significantly reduced prices.

Concerns have been raised by industry sources regarding the potential impact of Temu's participation on the credibility of the anti-counterfeiting network. As of September, the European Commission reported that Temu had 92 million monthly active users in the EU, designating it as a "very large online platform" in May and requiring it to enhance its efforts in combating illegal and harmful content, including counterfeit products.

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