Chinese e-commerce marketplace Temu has agreed to work more closely with the International AntiCounterfeiting Coalition (IACC) to intensify the combat against online counterfeiting.

As part of a memorandum of understanding (MoU) signed between the partners, Temu will focus on better protecting intellectual property and fight against fake products being sold on the internet.

The agreement was formalised at the IACC's 2025 Annual Conference in San Diego.

By aligning with the IACC, Temu has become a founding member of the Marketplace Advisory Council (MAC) - a body which will establish new benchmarks for collaborative efforts aimed at eradicating counterfeit products.

IACC president Bob Barchiesi stated: "We're pleased to welcome Temu as an inaugural member of the Marketplace Advisory Council and a key partner in our shared fight against counterfeiting. This MoU reflects a meaningful step forward in our collaboration, grounded in transparency, accountability and a joint commitment to consumer protection. The IACC created the MAC to bring stakeholders together in a way that drives real, sustained impact — and Temu's participation helps strengthen that vision."

MAC serves as a common platform where online marketplaces, payment service providers and international brands can exchange knowledge and develop robust alliances to tackle the ongoing issue of counterfeit merchandise on digital platforms.

Other members include Amazon, eBay, Mastercard, PayPal and Nike.

A Temu spokesperson stated: "Joining this coalition underscores Temu's commitment to building a trustworthy online marketplace. We look forward to collaborating with other industry leaders to create a powerful, collective force against the sale of illegal goods online."

Temu, which launched in 2022, operates in more than 90 markets globally.

In November 2024, the Consumer Protection Co-operation Network of national authorities and the European Commission notified Temu of several practices on its platform that were considered problematic.

The activities, which may violate EU consumer protection laws, include offering deceptive discounts, employing high-pressure sales tactics, mandating participation in games for purchases, providing incomplete or inaccurate information, posting false customer reviews, and concealing contact information.