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美国针对假冒商品目标市场出台新规定!|出海美国电商岛群第33期

2020-02-06 19:48:21

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1月24日,美国国土安全部应特朗普总统的要求发布了一份报告,暗示联邦政府打算打击假冒商品的电子商务销售。在题为“打击贩运假冒和盗版货物”(PDF)的报告中,联邦政府几乎宣称电子商务对国家安全构成威胁。

 

“电子商务的迅速发展彻底改变了商品的买卖方式,假冒和盗版商品泛滥了我们的边界,渗透到我们的社区和家庭。通过电子商务平台和在线第三方市场向美国消费者贩运的非法商品威胁着公共健康和安全以及国家安全。”

 

该报告还指出:“国土安全部认为电子商务的现状是一种无法容忍的危险状况,必须通过新闻部内部以及美国政府其他相关机构的强力行动来坚定,迅速地解决。”

 

……国土安全部认为电子商务的现状是一种无法忍受的危险状况,必须立即坚决解决

 

该报告重点关注特朗普总统的两个常见目标:中国(大多数假冒产品的来源)和亚马逊(无意中列出了大多数假冒产品)。该报告描述了国土安全部目前可获得的执法处罚,市场和商人的“最佳实践”,以及向国会建议的新防伪法律。国土安全部可立即采取的措施包括重犯假冒伪劣产品的民事处罚。

 

在与中国就新贸易协定进行谈判之后,政府宣布了镇压行动。该协议将要求中国采取行动以减少假冒产品的出口。

 

第三方市场

该报告对市场特别是亚马逊,eBay和阿里巴巴采取了激进的立场。

 

“……第三方市场及其支持的中介机构也成为贩运假冒和盗版商品的有力刺激剂。这种贩运活动的主要经济推动力是这样的基本现实:通过电子商务平台和相关的在线第三方市场销售假冒和盗版商品是一项非常有利可图的冒险。”

 

该报告将责任从卖方转移到平台上,尤其是在平台执行履约时。政府打算通过授予美国海关和边境保护局(CBP)更大的权限来瞄准北美仓库,以查看仓库中的包裹并命令企业主销毁假冒商品。仓库和履行中心所有者将承担法律和财务责任。

 

报告指出:“对于进口时尚未出售给特定消费者的任何商品,CBP会将其国内仓库和履行中心视为最终收货人。”

 

CBP代理专员马克·摩根(Mark Morgan)说,该机构在2019年查获了约15亿美元的假冒商品,其中90%来自海外。去年,各个联邦机构截获了近28,000批装有假冒商品的货物。

 

亚马孙

虽然亚马逊并未在报告中特别提及,但特朗普总统多次表达了对亚马逊的同情。总统在2017年的一条推文中说:“为什么美国邮政局每年亏损数十亿美元,而向亚马逊和其他机构收取很少的费用来运送包裹,这使亚马逊变得更加富裕,而邮局却变得更加笨拙和贫穷从那以后,他一直在攻击亚马逊。

 

亚马逊可能是最脆弱的,因为其通过亚马逊计划实现。到目前为止,亚马逊已经避免了对假冒产品的责任,称第三方卖家承担了认证的责任。

 

到目前为止,亚马逊已经避免了对假冒产品的责任,称第三方卖家承担了认证的责任。

 

电子商务数据分析公司3PM Solutions的创始人Rob Dunkel表示:“由于拥有庞大的法律团队,Amazon在减少责任方面非常成功。”

 

一个法院裁定:“亚马逊不应对其通过亚马逊物流服务处理的第三方供应商出售的假冒产品承担责任。”而且不良行为者更有可能被禁止。

 

邓克尔说:“对诚实的卖家来说,这是一件好事,但对坏的卖家却有所帮助。”

 

在自己的网站上销售的在线商家必须遵守任何新的法规,但是政府正在将执法活动的重点放在大型市场上。

 

旧货

消费者出售给其他消费者的二手商品不受新规定的影响。但是,二手假奢侈品仍然是一个大问题。最大的在线奢侈品寄售网站The RealReal的首席执行官吹嘘说,“在我们的网站上没有假货”,因为所有物品在出售前都经过了身份验证。

 

CNBC与30多名前雇员进行了交谈,调查了这一索赔,并获得了公司内部文件,表明并非所有事情都得到专家的认证。 CNBC曝光之后,该公司承认其声称在其网站上没有任何假货的说法是不正确的。 TheRealReal将于2020年第一季度在其身份验证过程中添加人工智能和机器学习。



美国电商活动分享报名

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New U.S. Regulations on Counterfeit Goods Target Marketplaces

 

On January 24, the U.S. Department of Homeland Security issued a report at the request of President Trump signaling the federal government’s intention to crack down on ecommerce sales of counterfeit goods. In the report, entitled “Combating Trafficking in Counterfeit and Pirated Goods” (PDF), the federal government all but declares that ecommerce is a threat to national security.

 

“The rapid growth of e-commerce has revolutionized the way goods are bought and sold, allowing for counterfeit and pirated goods to flood our borders and penetrate our communities and homes. Illicit goods trafficked to American consumers by e-commerce platforms and online third-party marketplaces threaten public health and safety, as well as national security.”

 

The report also states, “DHS finds the current state of e-commerce to be an intolerable and dangerous situation that must be addressed firmly and swiftly by strong actions within the Department and across other relevant agencies of the U.S. Government.”

 

…DHS finds the current state of e-commerce to be an intolerable and dangerous situation that must be addressed firmly and swiftly

 

The report focuses on two of President Trump’s frequent targets: China (the source of most counterfeit products) and Amazon (which unwittingly lists most counterfeits). The report describes enforcement penalties available now to DHS, “best practices” for marketplaces and merchants, and recommendations to Congress for new anti-counterfeit laws. Among the immediate actions available to DHS are civil penalties to repeat counterfeit offenders.

 

The government’s announcement of a crackdown comes just after the negotiations for a new trade agreement with China. That agreement would require China to take action to cut down on the export of counterfeit products.

 

Third-party Marketplaces

The report takes an aggressive stance against marketplaces, especially Amazon, eBay, and Alibaba.

 

“…third-party marketplaces and their supporting intermediaries have also served as powerful stimulants for the trafficking of counterfeit and pirated goods. The central economic driver of such trafficking is this basic reality: Selling counterfeit and pirated goods through e-commerce platforms and related online third-party marketplaces is a highly profitable venture.”

 

The report shifts the responsibility from the seller to the platforms, especially when the platform performs fulfillment. The government intends to target North American warehouses by giving U.S. Customs and Border Protection (CBP) greater authority to view packages in warehouses and order business owners to destroy counterfeit goods. Warehouse and fulfillment center owners would be legally and financially liable.

 

“CBP will treat domestic warehouses and fulfillment centers as the ultimate consignee for any good that has not been sold to a specific consumer at the time of its importation,” the report states

 

Mark Morgan, acting commissioner of CBP, said the agency had seized an estimated $1.5 billion of counterfeit goods in 2019, and that 90 percent of those goods came from overseas. Various federal agencies intercepted nearly 28,000 shipments containing counterfeit goods last year.

 

Amazon

While Amazon is not singled out in the report, President Trump has expressed his antipathy for Amazon several times. In a 2017 tweet, the President said, “Why is the United States Post Office, which is losing many billions of dollars a year, while charging Amazon and others so little to deliver their packages, making Amazon richer and the Post Office dumber and poorer?” He has continued to attack Amazon since then.

 

Amazon is perhaps the most vulnerable because of its Fulfillment by Amazon program. Amazon has thus far avoided liability for fake products, saying third-party sellers bear the burden of authentication.

 

Amazon has thus far avoided liability for fake products, saying third-party sellers bear the burden of authentication.

 

“Amazon has been very successful at reducing their liability because of its large legal team,” stated Rob Dunkel, founder of 3PM Solutions, an ecommerce data analysis firm.

 

One court ruled that “Amazon should not be held liable for counterfeit products sold by third-party vendors that it handles via its Fulfillment by Amazon service.”

 

Now the government is saying Amazon is responsible because it warehouses fake products.

 

An Amazon blog post from November 2019 states that the company had already invested more than $400 million to protect against fake products and fake product reviews, and employs 5,000 people worldwide to deal with fraud and abuse. An Amazon spokesperson indicated the company will begin reporting all confirmed counterfeiters to law enforcement agencies.

 

Small Sellers

Amazon Marketplace sellers have been shouldering the responsibility of authenticating goods by themselves. Now they get to share the accountability with Amazon. However, Amazon will have to vet third-party sellers more carefully — particularly foreign ones — and bad actors are more likely to be banned.

 

“This is a good thing for honest sellers and shines a light on the bad ones,” says Dunkel.

 

Online merchants selling on their own websites will have to abide by any new regulations and laws, but the government is focusing its enforcement activities on the large marketplaces.

 

Used Goods

Used goods sold by consumers to other consumers are not affected by the new regulations. But used fake luxury goods are nonetheless a big problem. The CEO of The RealReal, the largest online luxury consignment site, boasted that there are “no fakes on our site” as everything was authenticated before being put up for sale.

 

CNBC investigated the claim, speaking with over 30 former employees and obtaining internal company documents showing that not everything is authenticated by an expert. After CNBC’s exposé, the company admitted that its claim of not having any fakes on its website was not correct. TheRealReal will be adding artificial intelligence and machine learning to its authentication process in the first quarter of 2020.

 


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