Certain internet companies provide services which efficiently fight against counterfeiting and online infringement, without resorting to legal means. How does this technology complement the work done by lawyers to fight against the online pandemic of knockoffs? What services, exactly, are provided to brands? Stuart Durham, General Manager UK, NetNames

1. How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?

2. Agenda
• Introduc)on
to
NetNames
• Evolu)on
of
the
internet
• Historic
solu)ons
for
comba8ng
the
problem
• Modern
techniques
for
comba8ng
the
problem
• Case
study
• Ques)ons
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
2

3. NetNames
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
3
Who
are
we?
• The
European
leader
for
the
protec?on
of
brands
on
line
and
domain
name
management.
• 19
years
of
experience
• 400
employees
in
13
offices
• 39
languages
spoken
in
the
company
with
exper)se
in
Chinese
• 35%
of
the
FTSE
100,
20%
of
the
companies
listed
on
the
CAC40
1.
London
/UK
8.
Switzerland/Zurich
2.
Cambridge
/UK
9.
USA
/NYC
3.
Denmark
/Copenhagen
10.
USA
/San
Francisco
4.
France
/Paris
11.
Australia
/Melbourne
5.
Germany
/Munich
12.
Singapore
/Singapore
6.
Norway
/Oslo
13.
India
/Delhi
7.
Sweden
/Stockholm

4. Evolu?on
of
the
internet
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
4
Then
and
now
1990
1995
1998
1999
2003
2004
2005
2007
2010
2012
2014

5. Evolu?on
of
the
internet
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
5
• Cyber
squa]ers
• Phishing
and
copycat
websites
• Professional
“domainers”
or
opportunists
• Counterfeits
–
cosme)cs,
luxury
goods,
pharmaceu)cals
• Piracy
–
Films
and
media,
live
streaming
• Reputa)on
management
• Fake
mobile
applica)ons
Internet
usage
con)nues
to
grow
at
a
rapid
pace
and
with
it
so
does
internet
based
infringements
• Piracy
as
an
example
is
not
just
directly
harmful
but
indirectly
accounts
for
23.8%
of
the
total
bandwidth
used
by
all
internet
users.
• Three
key
regions
–
North
America,
Europe
and
Asia-­‐Pacific
which
make
up
the
majority
of
the
internet
comprising
of
82.6%
of
all
internet
users.
• 370M
unique
internet
users
explicitly
sought
infringing
content
during
January
2013
• 13.9
Billion
page
views
were
recorded
on
web
sites
focused
on
piracy
in
January
2013

6. Historic
solu?ons
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
6
To
be
honest
–
very
few!
Registrars
would
ojen
serve
as
the
first
point
for
‘detec)on’
22
‘classic’
gTLDs
like
com,
net,
org,
biz,
info
The
more
‘exo)c’
or
country
code
based
TLDs
were
harder
…and
s)ll
are
to
detect.
This
technique
did
not
and
does
not
catch:
• Websites
created
some
)me
ajer
the
registra)on
of
the
domain
e.g.
what
is
it
doing?
• Generic
domain
names
that
have
key
word
content
physically
on
the
web
page.
h]p://generic.com
• Generic
domain
names
but
with
URLs
that
have
key
word
content
h]p://generic.com/yourbrand
• Logos
being
used
on
the
page
but
without
infringing
keywords,
generic
names
and
generic
URLs.

7. Modern
techniques
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
7
As
the
internet
has
grown,
so
have
the
op)ons
The
TMCH
or
Trademark
Clearing
House.
• Deterrent
not
a
protec)on
mechanism
• Available
not
just
through
registrars
• Sends
no)fica)ons
of
registra)ons
• Available
only
on
new
gTLDs
DPML
or
Domains
Protected
Marks
List.
• Stops
registra)ons
being
made
• You
must
have
a
TMCH
registered
• You
can
unblock
and
use
later
yourself
• Not
just
an
exact
match
on
your
trademark
• It’s
only
available
on
less
than
half
the
new
extensions
Brand
Protec)on
solu)ons
• Several
providers
in
this
space
• More
technical
enforcement
then
legal
enforcement
• Fancy
)tle
but
what
does
it
mean?

8. • Millions
of
search
sources
• Domain
name
zone
files
• Web
crawling
• Logo
misuse
• Online
marketplaces
• Social
media
sites
• Mobile
apps
Monitoring
• Infringement
insight
• Online
inves)ga)ons
• Test
Purchases
Investigation &
Countermeasures
• Priori)sa)on
(according
to
the
importance
of
the
threat,
site
traffic,
content
analysis,
region,
etc.)
• Risk
scoring
• Clustering
of
websites
Evaluation
• Enforcement
ac)ons
• C&D
• Takedowns
• UDRP/URS
• Bespoke
ROI
repor)ng
• Alerts
Action &
Reporting
BRAND
ABUSE
8
Modern
techniques
for
combaUng
the
problem
Focus
on
Brand
Protec)on
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?

9. Modern
techniques
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
9
Focus
on
Brand
Protec)on..cont.
Ac)on
to
the
Registrar
Ac)on
to
the
Website
Hoster
Ac)on
to
the
Domain
Name
Owner
Domain
name
deac)va)on
URL
deac)va)on
Content
supression

10. Modern
techniques
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
10
Focus
on
Brand
Protec)on..cont.
Ac)on
to
Search
Engines
DMCA
Market
place
Delis)ng
Ac)on
to
eBay
(Vero
takedown)
Search
Engine
Delis)ng

11. Modern
techniques
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
11
We
speak
their
language
literally
and
figura)vely

12. Modern
techniques
for
combaUng
the
problem
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
12
A
picture
is
worth
1000
words

13. Complementary
not
condradictory
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
13
Complete
not
Compete
• Ojen
seen
as
a
compe)ng
strategy
to
legal
enforcement
–
in
fact
it’s
the
oppos)te
1. Firstly
this
is
about
‘intelligence’.
-­‐
Without
the
understanding
of
what
is
‘out
there’
you
cannot
even
make
a
choice.
2. UDRP
and
URS
have
an
important
role
to
play.
-­‐
If
you
want
to
recuperate
and
get
the
name
back
–
UDRP
is
the
only
op)on
(outside
of
an
a]empt
to
buy
from
the
current
owner).
-­‐
URS
is
quite
‘lightweight’
in
so
much
it
supresses
the
registra)on
for
the
remainder
of
the
original
purchase
but
can
present
a
problem
again.
3. There
are
many
‘safe
havens’.
-­‐ Whilst
technical
deac)va)on
is
an
op)on,
many
cyber
squa]ers
flock
to
‘safe
haven’
registrars
where
the
registrar
‘ignores’
the
takedown
request
or
the
equivalent
website
hos)ng
companies.

14. Detec?on
Analysis
Takedown
criteria
met
RECOVERY
/
SUSPENSION
DISRUPTION/
RESTORE
TRAFFIC
Domain
name
registrar
takedown
←
domain
suspension
Social
media
site
,
Mobile
App
market,
ISP
←
content
removal
Registrant
Cease
&
Desist
←
domain
recovery
Email
provider
←
Email
account
suspension
Organic
Link
Removal
(using
DMCA)
←
traffic
disrup)on
Google
AdWord
Enforcement
←
traffic
disrup)on
Payment
Gateway
←
suspension
of
account
/
payments
RECOVERY
/
SUSPENSION
LEGAL
ACTION
UDRP/URS
Li?ga?on
14
Detec?on
•
Search
and
find
infringements
•
Validate
and
clarify
results
Complementary
not
condradictory…cont
Complete
not
Compete
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?

15. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
15
A
French
luxury
brand
Domain
summary
sta?s?cs
for
the
monitoring
period
:
November
October
To
date
Ac?oned
112
82
1,509
Domain
Deac?va?ons
The
following
11
domains
had
their
infringing
content
removed
during
November:
§
xxxxxx.ma
§
xxxxxx.com
§
xxxxxx.eu
§
xxxxxx.com
§
xxxxxx.com
§
xxxxxx.com
§
xxxxxx.com
§
xxxxxx.net
§
xxxx.us
§
xxxxxx.fr
§
xxxxxx.com

16. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
16
A
prac)cal
example…cont.
November
October
2014
To
Date
Ac?oned
3,074
3,022
22,702
Compliance
(%)
2,336
(76)
2,724(90)
20,737
(91)
€
value
removed†
166,129,440
545,513,087
52,635,371,955
Number
of
items
removed†
3,553,795
6,127,997
491,069,342
Marketplace
summary
sta?s?cs
for
the
monitoring
period

17. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
17
A
prac)cal
example…cont.
Overview
of
ac?vity
per
marketplace
Ac?oned
Completed
Individual
lis)ngs
ac)oned
Number
of
items
ac)oned
€
Value
of
lis)ngs
ac)oned
Individual
lis)ngs
removed
Number
of
items
removed
€
Value
of
lis)ngs
removed
Compliance
(%)
1688
194
2,969,103
46,293,474
183
2,781,504
41,414,849
94
AliBaba
1
800
1,280
1
800
1,280
100
AliExpress
2
2
39
2
2
39
100
Allegro
49
49
3,306
44
44
2,998
90
C2COffer
177
17,909
780,805
47
8,501
370,629
27
China.cn
11
11
0
0
0
0
0
CraigsList
613
613
383,495
613
613
383,495
100
DIYTrade
56
117
2,646
56
117
2,646
100
eBay
31
31
7,010
30
30
6,595
97
iOffer
366
366
85,923
366
366
85,923
100
MarktPlaats
297
297
20,353
292
292
19,953
98
ML
Argen?na
20
20
623
20
20
623
100
ML
Brazil
116
116
11,035
45
45
6,565
39
ML
Chile
1
1
0
1
1
0
100
ML
Colombia
3
3
68
3
3
68
100
ML
Mexico
82
82
89,159
70
70
78,640
85
ML
Peru
4
4
94
3
3
70
75
ML
Uruguay
1
1
2
1
1
2
100
ML
Venezuela
31
31
7,630
31
31
7,630
100
PaiPai
405
22,685,466
3,897,049,587
33
395,951
29,550,099
94
TaoBao
614
371,379
98,349,159
494
365,401
94,197,335
80
Total
3,074
26,046,401
4,043,085,690
2,335
3,553,795
166,129,440
85

18. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
18
A
prac)cal
example…cont.
Overview
of
ac?vity
per
product
Ac?oned
Completed
Individual
Lis)ngs
Volume
of
items
€
Value
of
lis)ngs
Individual
Lis)ngs
Volume
of
items
€
Value
of
lis)ngs
Compliance
(%)
Accessories
73
281,276
13,618,805
4
17,846
343,743
5
Bags
–
Brand
1
1,014
370,627
102,764,946
963
362,192
91,843,550
95
Bags
–
Brand
2
10
10
3,091
10
10
3,091
100
Bags
–
Brand
3
1
1
0
1
1
0
100
Bags
–
Brand
4
108
334
503,250
98
169
160,036
91
Bags
–
Brand
5
7
7
1,836
7
7
1,836
100
Bags
-­‐
Other
542
54,795
9,553,284
346
18,611
1,193,636
64
Clothing
167
137,690
4,554,003
80
4,400
333,120
48
Clothing
–
Belt
838
21,353,210
3,826,923,598
630
20,083
4,311,668
75
Clothing
–
Shoes
34
650,978
32,359,170
5
368,330
27,664,094
15
Jewellery
89
165,498
5,557,701
51
31,715
1,306,110
57
Other
171
3,005,782
45,910,006
140
2,730,431
38,968,557
82
Perfume
20
26,193
1,336,001
0
0
0
0

19. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
19
A
prac)cal
example…cont.
Top
sellers
on
marketplaces
Seller
Total
lis?ngs
ac?oned
€
Value
of
items
offered
Volume
of
items
offered
说⻓长道短o
37
60,788
43
全球购1942
36
1,299,540
1,316
圣诞节7004
19
1,619,046
1,881
好卖家喔88
16
1,476,189
1,584
客家牛牛
12
86,272
208
pppoe2
10
9,490
10
mecci_h
9
1,561,950
1,350
环球⼲⼴广场2号店
9
22,164
18
奢品潮牌会所
8
0
48
世界都在你眼中
8
1,095,900
1,200
说⻓长道短o
37
60,788
43

20. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
20
A
prac)cal
example…cont.
If
not
why
not?
• Change
of
market
place?
• Change
of
key
words
‘cheap
braand’?
• Relis)ng
the
next
month?
• Crea)ng
the
links
between
the
data
or
intelligence
behind
the
numbers
384
474
560
816
851
1253
868
0
200
400
600
800
1000
1200
1400
Janvier
Fevrier
Mars
Avril
Mai
Juin
Juillet
PaiPai
PaiPai
Linear
(PaiPai)
2132
2177
303
487
277
141
506
-­‐1000
0
1000
2000
3000
Janvier
Fevrier
Mars
Avril
Mai
Juin
Juillet
iOffer
iOffer
Linear
(iOffer)
Trending
–
are
we
winning?

21. Case
study
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
21
Strategy

22. Ques?ons
How
to
protect
the
IP
of
luxury
and
fashion
brands
with
other
means
than
the
law?
22