{"id":151770,"date":"2026-07-15T11:03:23","date_gmt":"2026-07-15T09:03:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151770"},"modified":"2026-07-15T11:03:24","modified_gmt":"2026-07-15T09:03:24","slug":"temu-triple-la-surveillance-des-marques-dans-la-lutte-contre-la-contrefacon","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/temu-triple-la-surveillance-des-marques-dans-la-lutte-contre-la-contrefacon\/","title":{"rendered":"Temu \u00ab triple la surveillance des marques \u00bb dans la lutte contre la contrefa\u00e7on"},"content":{"rendered":"\n

Temu <\/strong>affirme renforcer consid\u00e9rablement ses contr\u00f4les visant \u00e0 d\u00e9tecter d’\u00e9ventuelles violations de la propri\u00e9t\u00e9 intellectuelle. La plateforme surveille d\u00e9sormais de mani\u00e8re proactive plus de 15 000 marques, soit trois fois plus qu’il y a un an.<\/p>\n\n\n\n

16 000 vendeurs supprim\u00e9s<\/h2>\n\n\n\n

Pour chaque annonce supprim\u00e9e par Temu \u00e0 la suite d\u2019une plainte, la plateforme chinoise de commerce \u00e9lectronique a, selon ses propres dires, supprim\u00e9 de sa propre initiative 331 annonces de produits suspects entre juin 2025 et mai 2026. Un an plus t\u00f4t, ce rapport \u00e9tait encore d\u2019environ 200 pour une, comme le r\u00e9v\u00e8le son rapport annuel sur la surveillance de la propri\u00e9t\u00e9 intellectuelle.<\/p>\n\n\n\n

Temu a mis hors ligne plus de 16 000 boutiques en ligne de vendeurs, \u00e0 la suite d\u2019infractions r\u00e9p\u00e9t\u00e9es en mati\u00e8re de propri\u00e9t\u00e9 intellectuelle. Pour ce faire, la plateforme chinoise de commerce en ligne compare les nouvelles annonces, avant leur publication, \u00e0 une base de donn\u00e9es contenant plus de 47 millions d\u2019images et 9,5 millions de mots-cl\u00e9s. Cette base d\u2019images a \u00e9t\u00e9 multipli\u00e9e par neuf en l\u2019espace d\u2019un an. M\u00eame apr\u00e8s leur publication, Temu continue, selon ses propres dires, \u00e0 contr\u00f4ler les offres.<\/p>\n\n\n\n

Une s\u00e9lection plus stricte<\/h2>\n\n\n\n

Temu a encore renforc\u00e9 ses contr\u00f4les \u00e0 l\u2019entr\u00e9e. Plus de 40 % des vendeurs candidats n\u2019ont pas pass\u00e9 la v\u00e9rification. Une nouveaut\u00e9 : les utilisateurs qui saisissent des mots-cl\u00e9s tels que \u00ab faux \u00bb, \u00ab contrefa\u00e7on \u00bb et \u00ab falsifi\u00e9 \u00bb n\u2019obtiennent plus de r\u00e9sultats de produits ; ils re\u00e7oivent \u00e0 la place un avertissement sur les risques li\u00e9s aux produits contrefaits. Selon Temu, cette fonctionnalit\u00e9 bloque chaque jour plus de 80 000 recherches.<\/p>\n\n\n\n

\u00ab Une protection solide de la propri\u00e9t\u00e9 intellectuelle est essentielle pour une place de march\u00e9 saine \u00bb, d\u00e9clare l\u2019entreprise elle-m\u00eame. \u00ab Notre approche prot\u00e8ge les propri\u00e9taires de marques l\u00e9gitimes, aide les consommateurs \u00e0 acheter en toute confiance et renforce la confiance dans notre place de march\u00e9. \u00bb En avril, la plateforme a \u00e9galement rejoint l\u2019International Anti-Counterfeiting Coalition.<\/p>\n\n\n\n

Les accusations de contrefa\u00e7on et de vente d\u2019autres produits ill\u00e9gaux continuent n\u00e9anmoins de peser lourdement sur Temu et d\u2019autres plateformes non europ\u00e9ennes. Fin mai, la Commission europ\u00e9enne a inflig\u00e9 une amende de 200 millions d\u2019euros \u00e0 Temu<\/a>, au motif que la boutique en ligne chinoise n\u2019en ferait pas assez pour emp\u00eacher la vente de produits ill\u00e9gaux et dangereux en Europe. L\u2019UE a qualifi\u00e9 de \u00ab tout simplement choquants \u00bb les r\u00e9sultats de l\u2019enqu\u00eate, qui avait d\u00e9but\u00e9 en 2024.<\/p>\n","protected":false},"excerpt":{"rendered":"

Temu affirme renforcer consid\u00e9rablement ses contr\u00f4les visant \u00e0 d\u00e9tecter d’\u00e9ventuelles violations de la propri\u00e9t\u00e9 intellectuelle. La plateforme surveille d\u00e9sormais de mani\u00e8re proactive plus de 15 000 marques, soit trois fois plus qu’il y a un an.<\/p>\n","protected":false},"author":5,"featured_media":151771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[1799],"people":[],"extra":[43],"company":[1259],"topic":[702],"region":[277],"class_list":["post-151770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","tag-contrefacon","extra-plus","company-temu","topic-fraude","region-chine"],"acf":[],"yoast_head":"\nTemu \u00ab triple la surveillance des marques \u00bb dans la lutte contre la contrefa\u00e7on - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Temu affirme renforcer consid\u00e9rablement ses contr\u00f4les 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