The deal is an expansion of an earlier partnership between the two and will look to increase training for SMEs and larger entities on processes for the removal of IP-infringing listings on ecommerce platforms.
It will also further enhance pre-emptive measures to stop infringing content from appearing online, boost knowledge sharing between UK brands, the CBBC and Alibaba, and strengthen offline cross-border law enforcement cooperation.
The original agreement, signed in 2014, has supported IP rights owners in removing infringing goods from Alibaba’s ecommerce platforms and helped in a major offline enforcement action against a criminal network of fake lubricant manufacturers in China.
Tim Moss, chief executive of the UK Intellectual Property Office and Jessie Zhang, chief platform governance officer at Alibaba, witness the agreement.
British brands, including Unilever, GSK, Dyson and BP attended the signing.
Jeff Astle, executive director, China, at CBBC, commented: “The signing of this agreement is a significant step toward enhancing protections for UK companies’ IP in China.”
“It contains clear and ambitious commitments and CBBC is confident about the impact we will have on the healthy growth of Chinese e-commerce and what that means for international brands here.”
Moss added: “This agreement builds on the successful collaboration between CBBC and Alibaba to reduce infringing behaviour online. It strengthens IP protection for brand owners and increases consumer confidence that their online purchases are legitimate products.”
Zheng said: “Alibaba is delighted to strengthen its relationship with CBBC through this expanded agreement. We will continue to build the trust that UK brands place in Alibaba while continuing our leadership role in IPR protection within the ecommerce industry.”