Chinese online marketplace closes deal with MPA to combat counterfeiting and piracy
On 6 September 2012, the Motion Picture Association (MPA) and Taobao, a popular Chinese online marketplace, signed a Memorandum of Understanding, in which Taobao agrees to work with the MPA to effectively and efficiently prevent the sale of copyright infringing or counterfeit goods. Measures include the adoption of more transparent criteria to address recalcitrant sellers of infringing goods and the requirement for shops on Taobao to hold a valid and active 'Publication License'.
Taobao, with more than 500 million registered users and more than 800 million products listed, is one of the top 16 most visited sites in the world and one of the top 3 most visited sites in China. Unfortunately, the online marketplace is known as a haven for pirated goods and is included in the Notorious Market List of the US government.
By signing the Memorandum of Understanding, Taobao wants to show its commitment to setting an example regarding respect for intellectual property rights. "We welcome the consultation with MPA as a way of sharpening the focus and operational approach of that commitment." says John Spelich, Vice President of the Alibaba Group, the parent company of Taobao. The MPA sees the agreement as a very significant step in promoting the legitimate sale and distribution of audio-visual content on the internet.
In May 2011, right holders and Internet platforms, including eBay, Amazon, Adidas, Microsoft, Nike, Nokia and LEGO, already signed a Memorandum of Understanding to fight against the selling of counterfeit goods on the Internet. It is unknown yet what the effects of the Memorandum of Understanding between Taobao and MPA will be in practice, but at least it is a signal to the outside world that piracy and counterfeiting is seriously addressed in China nowadays.
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