抖音电商知识产权

Platform introduction:

The ByteDance intellectual property protection platform is a "rights protection complaint and ecological governance hub" for intellectual property entities in the Douyin e-commerce ecosystem. It solves three types of Douyin e-commerce rights protection pain points: The complaint process is ambiguous : Traditional rights protection requires offline submission of materials or switching between multiple platforms, and infringement within Douyin e-commerce (such as counterfeiting of goods and theft of shop pictures) There is a lack of unified complaint entry, and merchants/rights holders do not know "what materials to submit and which department to go to";* The progress is difficult to track : There is no real-time feedback channel after the complaint is initiated, and I do not know "whether the materials have been passed, whether the platform has accepted it, and at which stage it has been processed". The average waiting time for feedback for a single complaint exceeds 72 hours; The results are opaque : The infringement handling results are only notified to both parties, and there is no public publicity mechanism. It is difficult for other merchants to know the "infringement consequences" and cannot form an effective deterrent; The material requirements are unclear : The evidence that needs to be submitted for different types of infringement (such as stolen pictures and product infringement) is different, and the proportion of complaints rejected due to incomplete materials exceeds 40%.

Its core logic is to "reconstruct the Douyin e-commerce rights protection link with 'unified entrance + process standardization + result-publicization'": there is no need to run offline processes, and multiple types of complaints are initiated in one stop on the Web; there is no need to passively wait and check the progress of complaints in real time; Don't worry about opacity, and the processing results will be publicly announced; There is no need to speculate on material requirements, and clear guidelines are provided for each type of complaint to shift Douyin e-commerce rights protection from "disorderly and inefficient" to "orderly, efficient, transparent and traceable", adapting to all levels from individual rights holders to leading brands. demand.

Core functions:

1. Core: Five major rights protection complaint modules + full-process support

   (1) Multiple types of infringement complaints: covering all scenes of Douyin e-commerce

   Solve the problem of "scattered complaint entrances in different infringement scenarios" and provide targeted complaint solutions:

   1. Commodity complaints: Focus on infringement of intellectual property rights of goods
      • Applicable scenarios: product appearance patent infringement, trademark infringement, copyright infringement (such as counterfeiting of branded goods, misappropriation of original designs);
      • Core process:
        1. Register a rights protection account (platform specific account, non-Douyin ordinary account);
        2. Submit intellectual property ownership certificates (such as patent certificates, Trademark Registering certificates, and copyright registration certificates) to complete rights certification;
        3. Select the "commodity complaint" type, fill in the infringing commodity link, and upload infringement comparison evidence;
        4. Check the progress of complaints in real time through the platform (such as "material review","accepted" and "processed completed");
      • Key requirements: The ownership certificate must be within the validity period, and the infringement evidence must clearly reflect the "differences/associations between the rights goods and the infringing goods."

2. Image theft complaints: Strictly require original image evidence

   • Applicable scenarios: Main pictures, detailed pictures, and Short Video screenshots of Douyin e-commerce products are used without authorization (such as shop theft, talent theft of product pictures);
   • Core features: You need to submit "original pictures exported from the shooting equipment without post-editing"(such as camera/mobile phone original pictures, including EXIF information) to avoid "using screenshots or retouching as evidence" that will invalidate the complaint;
   • Simplified process: After the rights certification is passed, the original pictures can be uploaded in batches and compared with the infringing pictures. The platform automatically verifies the authenticity of the pictures. Through this function, a clothing merchant removed 12 links to stolen pictures within 3 days.

3. Store complaint: infringement of store qualifications and logos

   • Applicable scenarios: shop LOGO infringement, shop name theft (such as counterfeiting brand store names), shop qualification fraud (such as forging authorization certificates);
   • Submission materials: You need to provide "legal qualifications of your own store (such as business license, brand authorization letter), screenshots of infringing store logos/names, and infringement comparison instructions". After the platform passes the review, it will check the store qualifications and dispose of them (such as modifying store names, removing stores).

4. E-commerce content complaints: covering Douyin e-commerce content scenarios

   • Applicable scenarios: Douyin e-commerce user nickname/avatar infringement (such as falsely using brand LOGO as avatar), e-commerce live broadcast infringement (such as live broadcast sales of counterfeit goods), e-commerce Short Video infringement (such as Short Video stealing original product videos);
   • Convenient operation: You can directly enter "infringing user nickname, live broadcast room ID, Short Video link" and upload screenshots of infringing content. The platform synchronously correlates Douyin e-commerce account information to ensure accurate positioning of complaints.

5. Other complaints: Supplementary coverage of special scenarios

   • Applicable scenarios: Infringement other than the above four categories (such as infringement on e-commerce event pages, infringement on coupon design);
   • Submission method: Send the materials via email (ippro@bytedance.com), and indicate "complaint type, infringement scenario, contact information, complete evidence". The platform will reply to the acceptance results within 3 working days.

(2) Full process support for infringement complaints: from materials to progress

Solve the problem of "difficulty in preparing complaint materials and no feedback on progress" and lower the threshold for rights protection:

1. Clear operating guidelines :

   • Each type of complaint is provided with "step-by-step guidelines"(such as "Product Complaint Guidelines" and "Picture Piracy Complaint Guidelines"), marked with "Required Materials, Optional Materials, Material Format Requirements". Example: Picture Piracy Complaint Guidelines clearly state "The original picture must include shooting time and equipment information, and the size should not exceed 20MB";
   • Provide "answers to frequently asked questions"(such as "What should I do if the ownership certificate expires" and "What should I do if there is insufficient evidence of infringement") to reduce the number of complaints rejected due to material problems.

2. Real-time progress query :

   • After a complaint is initiated, the rights holder can check the status of each stage of "material review (1-2 working days), infringement verification (3-5 working days), and processing execution (1-3 working days)" through the "Progress Query" module of the platform, and simultaneously receive SMS/email progress reminders (such as "Your complaint has been accepted and the infringement facts are being verified").

(3) Acceptance rules for infringement notices and publicity of penalties: transparent governance

Solve the problem of "opaque rights protection results and insufficient deterrent power" and strengthen ecological governance:

1. Clear acceptance rules :

   • Publicize the "抖音电商知识产权 Infringement Notice Acceptance Process", clarifying the "platform acceptance conditions (such as clear ownership and sufficient evidence), processing time limit (7-10 working days for general complaints), and objection handling methods", so that rights holders know "How to judge infringement and what is the basis for handling it."

2. Public penalty announcement :

   • In accordance with the requirements of the "E-Commerce Law", the infringement handling results shall be publicized, including "the name of the infringing store, the basis for handling, and the date of handling". Examples (published in 2025.9.14-9.21):
     • 20+ stores such as "Comfort Ruyi","Duoli Xiyaofan Clothing Store" and "Xuanzhi Factory Store" were suspected of intellectual property infringement complaints, and the platform dealt with them in accordance with the rules (placing infringing goods, restricting store traffic, and suspending operations);
   • Publicity cycle and scope: Publicity once a week, can be permanently checked in the "Punishment Publicity" section of the platform, and simultaneously synchronized to the Douyin e-commerce merchant center to form a deterrent to potential infringements.

typical application scenarios

• Brand merchants 'product rights protection : A beauty brand discovered that 15 stores in Douyin E-commerce sold lipstick counterfeit its patented packaging. It submitted evidence of comparison between the patent certificate and the infringing goods through the "Commodity Complaint". The platform accepted it within 3 working days, and the processing results were announced 7 days later. All 15 stores removed the infringing goods, of which 5 had traffic restricted due to multiple infringements;
• Original merchants 'rights protection of stolen pictures : A clothing merchant discovered that the "Strict Selection of Clothing in the Afterglow of Sunset" store had embezzled the main picture of its product (without exporting the original pictures from the camera in the later period), and uploaded the original picture and infringement through the "Picture Piracy Complaint". Screenshots, the complaint was established within 2 working days, and the infringing shop removed the stolen goods and was warned;
• Batch processing by intellectual property agents : An agency serves 10 brand customers and initiates 20 commodity infringement complaints in batches through the "Enterprise Rights Protection Edition". Dedicated consultants assist in checking the materials. The complaint rejection rate has been reduced from 40% to 5%, processing efficiency has been increased by 3 times;
• Store rights protection of small and medium-sized merchants : An original home furnishing merchant discovered that "Zhongyou Life Museum" had stolen its store LOGO as a avatar, submitted its trademark certificate and infringement screenshots through "Store Complaint", and within 5 working days, the platform required the infringing store to modify the avatar, and at the same time, notify it in the penalty publicity section.

applicable population

Unique advantages (compared with common intellectual property rights protection tools)

1. Deep linkage of ByteDance ecology :

   • The only rights protection platform directly linked with Douyin e-commerce, Diandian, and huge engine. The complaint result can directly trigger the platform's penalties (placing goods and restricting traffic). The processing efficiency is three times faster than that of general tools. A certain brand feedback that "General tools" It takes 15 days after the complaint, and the platform completes the processing in only 7 days ";
   • Rights protection data is synchronized with Douyin e-commerce backend, eliminating the need to submit store/product information repeatedly, and the operation steps are 50% fewer than those of general tools.

2. Process standardization and material clarity :

   • A "material list + examples" is provided for each type of complaint. For example, the complaint of stolen pictures clearly states that "original pictures (including EXIF) are required" to avoid rejection due to incomplete materials. The success rate of complaints is 40% higher than that of general tools;
   • The progress can be checked in real time, and there is a text message/email reminder at each stage. There is no need to "consult customer service repeatedly." A certain merchant feedback that "I didn't know the progress after complaining before, but now you can read it by opening the platform, which is very worry-free."

3. The results are publicized and powerful :

   • Publicly publicizing the results of infringement handling forms a closed loop of "complaint-handling-publicity", which has a stronger deterrent to potential infringements. After announcing 20+ infringing shops in September 2025, the number of similar infringement complaints dropped by 25%;
   • The results of the publicity can be permanently checked, which facilitates the brand to trace the infringement history and provides a basis for subsequent strict punishment (for example, if a store that infringes multiple times, the punishment can be aggravated).

4. Full coverage of free basic functions :

   • Individual rights holders and small and medium-sized businesses can use the "All types of complaints + progress inquiry + public review" for free, without threshold to protect their own rights and interests, which is 100% lower than the cost of the general tool (50-200 yuan per complaint).

precautions

1. Authenticity and integrity of materials :

   • "true, valid and complete" evidence materials need to be submitted (for example, the ownership certificate must be within the validity period, and the infringement comparison must be clear). False materials will lead to the rejection of the complaint and may affect the subsequent rights protection qualification. A merchant submitted a forged authorization certificate. Rights protection rights were suspended for 6 months;
   • Complaints about stolen pictures must be submitted to the "original pictures"(directly exported from the shooting equipment, without modification or screenshots), otherwise they will not pass the platform authenticity verification.

2. Precise selection of complaint types :

   • The corresponding complaint type needs to be selected according to the infringement scenario (such as "product counterfeiting" and "shop theft"). Selecting the wrong type will prolong the processing time. Example: "Short Video infringement" is mistakenly selected as "product complaint", resulting in the material review being rejected and the resubmission taking 3 working days.

3. Progress inquiry and objection handling :

   • After the complaint is initiated, the progress needs to be checked every day. If it shows that "material correction" needs to be supplemented within 3 working days, it will be regarded as a waiver if it is overdue;
   • If you have any objection to the handling results (if you believe that the penalty is too light/excessive), you can submit a statement through the platform's "objection channel" within 7 working days after the results are announced, and the platform will re-verify it.

4. Email complaint specifications :

   • "Other complaints" need to be sent to the email in accordance with the format (the subject is marked with "Complaint Type + Infringement Subject", and the main text contains contact information + infringement description + evidence attachment) to avoid the email not being accepted due to confusion in the format, and a right holder does not have a clear complaint due to the email. Type, the correction reminder will not be received until 3 working days.

5. Compliance rights protection boundaries :

   • Complaints can only be lodged against "subject matter for which you enjoy intellectual property rights". Malicious complaints cannot be lodged (such as complaints about non-infringing goods, repeated complaints about the same subject). Malicious complaints will be included in the "rights protection blacklist" and the authority for subsequent complaints will be restricted.