MINIMISING DAMAGE ONLINE
Assessment
Early detection of a newly launched piracy or
counterfeit operation provides valuable
information upon which to make an accurate assessment of the threat level and determines the type of action to apply. Any monitoring activity should involve a combination of assessors with sufficient information to take an informed and accurate decision on whether to initiate takedown, how and when. Key considerations are:
stage rating in terms of threat to brand. An automated system identifies the brands being copied, classifies the type of abuse and follows links to verify the nature of the infringement. Tis information can be passed to a skilled staffer for in-depth assessment.
assessment of the level of abuse against specific criteria such as:
– Volumes offered – Price points – Origin of product – Availability – Number of links to pirated content – Activity on file-sharing networks – Product descriptions – Images of product
should be viewed and assessed by a trained operative in order to verify the threat level and to confirm and assign an action.
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“NO MATTER HOW RAPID AND EFFECTIVE THE ENFORCEMENT ACTION IS AFTER DETECTION, IF THE ATTACK IS NOT IDENTIFIED EARLY ENOUGH, THE FINANCIAL DAMAGE CAUSED TO A BRAND CAN BE SUBSTANTIAL.”
time is reduced through the use of clear and easy-to-understand communications in the native language of the site being actioned.
make a real difference in the trickier cases. are highly desirable in order to effect rapid takedown and revenue recovery.
Brand owners will need to view their current landscape and activities carried out using real- time status monitoring and verifiable metrics.
Action and reporting
Once the decision to take action has been made, speed is the overriding priority. Tere are a number of factors that can dramatically affect the time to successful takedown and these factors are important when implementing an enforcement programme. When looking at
takedown, the
following action and reporting criteria should be considered:
takedown operation.
registries and registrars in all the major countries around the world are crucial in order to effect a rapid takedown of a serious infringement without any delay.
can help reduce takedown time.
each site’s rights owner programme and requirements for takedown simplifies the process and reduces the likelihood of errors.
Trademarks Brands and the Internet Volume 1, Issue 2 Investigation and countermeasures
Investigation activities can be undertaken at any time during monitoring and takedown aſter a suspected attack has been identified. It is important not to underestimate the value of investigation activities in a takedown operation.
sophisticated techniques to identify known fraudsters by their online behaviour and actions.
used to confirm counterfeiting and to provide useful evidence when building a case.
suspect sites, ongoing monitoring can provide invaluable intelligence and evidence in the fight against counterfeit and piracy.
a brand owner be intent on pursuing civil or criminal action, the capability to identify the real perpetrators of the fraud accurately through in-depth investigation is essential.
law enforcement action and solid evidence
www.worldipreview.com
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