The GCA is working with online marketplace Temu to trial new tech to identify and immediately take down designs stolen by online, overseas marketplace retailers
Following ongoing advocacy by the GCA, Temu has agreed to trial new technology to speed up the identification and removal of UK greeting card designs that infringe the intellectual property rights of its members.
The news has hit national TV too, with Frank and Lola Mountain of York-based Lola Design, and thortful MD Pip Heywood appearing on BBC Breakfast this morning (Thursday 23 October).
After dialogue with the GCA, Temu is introducing new software to bulk-identify and remove plagiarised designs from its platform.
GCA members have been concerned for some years about the increasing availability on Far East-based marketplaces of copied designs that infringe their IP rights – and the UK is being specifically targeted because of its world-class reputation for design.
The emergence of copycat designs on these marketplaces results in Far East businesses getting a free ride on the creative coat-tails of UK SMEs, impacting the bottom line of publishers, retailers and printers in the greeting card sector.
And often consumers are left very disappointed with what they receive – Far East copies are often a ‘cut and paste’ onto low-quality card or generated from poor AI renders.
Not only is today’s development a first step in tackling an issue that undermines the reputation of online marketplaces themselves, but it also sends a signal that the industry is keen to find ways to stamp out plagiarism for good.
Temu’s new tech is being trialled by GCA member and greeting card firm Emotional Rescue, and will be followed by a wider pilot with members to test the software and provide feedback.
Over the past six to eight months it has faced around 100 instances of IP infringement by a Far East–based marketplace.
“The thought of all those sales of our designs going to someone else is very demoralising – especially when we are in a tough climate. It’s also frustrating to see positive reviews based on our design, not theirs’’
Megan, owner at megan claire
Contemporary greeting card company Megan Claire, based in Northamptonshire, has recently found two of its bestselling greeting cards on a Far East marketplace, usually on an AI-generated backgrounds or altered card size. The direct impact is obvious – sales of those cards are 60% down on its Etsy site, with the online marketplace showing in excess of 100,000 sales.
Owner Megan said: “The thought of all those sales of our designs going to someone else is very demoralising – especially when we are in a tough climate. It’s also frustrating to see positive reviews based on our design, not theirs.’’
The GCA has also published updated guidelines for sellers to follow if they find designs for sale on Temu which have been plagiarised.
These guidelines, co-written by the Emotional Rescue team, are part of Temu’s wider IP protection programme, which seeks proactively to monitor and reactively remove copycat designs as well as banning repeat offenders.
GCA chief executive Amanda Fergusson has advocated for the need to protect the greeting cards industry, both to Temu directly and through lobbying the UK government to tackle this issue.
Following meetings with the Department for Business and Trade, small business minister Gareth Thomas MP said in a written response to the GCA that the government shares its concerns around “unlicensed use of British designs on global e-commerce platforms… [and is] … committed to ensuring a fair, sustainable, and competitive trading environment for British businesses.”
Amanda presented an update on the GCA’s advocacy with Temu at the association’s conference and AGM in Manchester.
She said: “We know our members feel very strongly about copycat sellers and the difficulties they face addressing IP infringement on online marketplaces.
“What’s more, we also know customers are often disappointed by cheap copies that undermine the thought and care of sending a card in the first place.
“But our dialogue with Temu and the actions they’re taking, is a welcome first-step to address those issues and we appreciate their collaboration in piloting a solution that could help address the problem.
“The GCA always stands ready to find solutions to the critical problems facing our vibrant, creative and entrepreneurial members that do so much to support high streets, communities and the wider economy.”
Amanda also raised the issue last week at the United States Greeting Card Association conference in Detroit, Michigan.
