Temu launches GI protection category to help local producers fight infringement
On Oct. 1, 2026, Temu added a dedicated geographical indications category to its Brand Registry Portal to support local producers. The feature is available across all markets and lets rightsholders submit notices of potential GI infringements for review.
It builds on Temu's existing intellectual‑property protection tools by streamlining the notification process for GI rightsholders.
The initiative follows feedback from more than 100 meetings with European trade associations, chambers of commerce and start‑up networks, where complexity was cited as a barrier to online business.
Temu’s broader IP efforts include a proactive monitoring database of over 15,000 brands, a Brand Guardian Initiative covering more than 3,000 brands, and IP compliance resources via its Seller Education Center.
“We want to support local businesses with practical tools that reduce complexity. 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,” Temu spokesperson said.
Before this update, Temu already offered IP protection through its Brand Registry Portal and worked with brands via the Brand Guardian Initiative. The new GI category expands those efforts by focusing specifically on geographical indications, which link product quality to origin.
What we know
Temu added the GI category on Oct. 1, 2026.
The GI feature draws on feedback from more than 100 meetings with European trade groups.
Temu's proactive monitoring database covers more than 15,000 brands.
Proactive removals of infringing listings outnumbered reactive takedowns by 331 to 1.
Temu works directly with more than 3,000 brands through its Brand Guardian Initiative.