Mercado Livre and the Brazilian Beverage Association (ABRABE) announce the signing of a collaboration agreement focused on defending the intellectual property rights of holders connected to the sector of beverage manufacturers and importers in Brazil, in order to continue ensuring a safe environment and reliable platform for all its users
With this collaboration, Mercado Livre seeks to provide the beverage industry as a whole, effective tools to report products that violate intellectual property rights within the platform. Furthermore, the agreement establishes an unprecedented partnership to proactively combat the networks behind these criminal practices, through the incorporation of the association as a partner of the Mercado Livre Anti-Counterfeiting Alliance (MACA)
MACA is a strategic response implemented by the marketplace at a regional level since 2021 and is based on collaboration with global brands and public sector authorities to address the challenges posed by the digital trade of counterfeit products, with the purpose of protecting users from those who misuse the platform
"Through this alliance, we seek to raise awareness and convey a clear message of zero tolerance to counterfeiters. The only way to face this challenge is through close collaboration between the different sectors and the authorities. Only by working together can we ensure the success of this initiative and continue to provide a safe experience for both our users and rights holders."explains Paula Fernandez Pfizenmaier, director of Intellectual Property at Mercado Livre
The initiative, which was recognized by the National Council for Combating Piracy, agency of the Ministry of Justice and Public Security, there are already 27 criminal complaints filed against infringing users in Brazil and in several countries in the region, like Argentina, Chile, Colombia and Mexico have contributed to the seizure of more than 22 tons of counterfeit products
"One of the strategic pillars of ABRABE is the fight against the illegal market for alcoholic beverages". Mainly, because we are talking about consumer safety, preservation of lives, combating organized crime and ensuring a fair and ethical market. Illegal products, like smuggled and counterfeit drinks, they represent serious risks to public health and fund various criminal activities that impact the entire society. "This Alliance is a step forward in promoting an ideal consumption environment for Brazilian society", highlights the Executive President of ABRABE, Cristiane Foja
The beverage sector is one of the most affected by the illegal market in Brazil. For decades, ABRABE works to combat the illegal market, having as recognition of this action the National Anti-Piracy Award, granted in 2021, by the Ministry of Justice and Public Security. "We are proud of the progress in combating and addressing the issue over the years". Being part of the Anti-Counterfeiting Alliance is a clear demonstration of the impact of our actions, consolidating our commitment to the repression of counterfeiting and piracy, reinforces Foja
The agreement reflects the commitment of Mercado Livre and ABRABE to the protection of intellectual property and to promoting an ethical and competitive business environment in the Brazilian market
"We celebrate the incorporation of ABRABE into our initiative". The union of efforts is essential to eradicate the illegal trade of counterfeit products, stated Adriana Cardinali Straube, Legal Director of Mercado Livre Brazil, present during the signing of the agreement
Any information regarding the Anti-Counterfeiting Alliance can be found at the following website:link.
