Mercado Livre and the Brazilian Beverage Association (ABRABE) announce the signing of a collaboration agreement focused on defending the intellectual property rights of holders linked to the beverage manufacturing and importing sector in Brazil, in order to continue guaranteeing a safe environment and reliable platform for all its users.
With this collaboration, Mercado Livre aims to provide the beverage industry as a whole with 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 aim to raise awareness and convey a clear message of zero tolerance for counterfeiters. The only way to address this challenge is through close collaboration between different sectors and authorities. Only by working together can we ensure the success of this initiative and continue to offer a safe experience to both our users and rights owners,” explains Paula Fernandez Pfizenmaier, Intellectual Property Director at Mercado Libre.
The initiative, which was recognized by the National Council to Combat Piracy, an agency of the Ministry of Justice and Public Security, has already presented 27 criminal complaints against offending users in Brazil and in several countries in the region, such as Argentina, Chile, Colombia and Mexico, and has contributed to the seizure of more than 22 tons of counterfeit products.
“One of ABRABE’s strategic pillars is the fight against the illegal alcoholic beverage market. Mainly because we are talking about consumer safety, preserving lives, combating organized crime and ensuring a fair and ethical market. Illegal products, such as smuggled and counterfeit beverages, pose serious risks to public health and finance various criminal activities that impact society as a whole. This Alliance is a step forward in promoting an ideal consumer environment for Brazilian society,” highlights ABRABE’s Executive President, Cristiane Foja.
The beverage sector is one of the most affected by the illegal market in Brazil. For decades, ABRABE has been fighting against the illegal market, and this work was recognized with the National Award for Combating Piracy, awarded in 2021 by the Ministry of Justice and Public Security.“We are proud of the progress we have made in combating and paying attention to this 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 repressing counterfeiting and piracy,” Foja emphasizes.
The agreement reflects Mercado Livre and ABRABE's commitment to protecting intellectual property and promoting an ethical and competitive business environment in the Brazilian market.
“We celebrate the incorporation of ABRABE into our initiative. Joining forces is essential to eradicate the illegal trade of counterfeit products,” said Adriana Cardinali Straube, Legal Director of Mercado Livre Brasil, who was present during the signing of the agreement.
Any information regarding the Anti-Counterfeiting Alliance can be found at the following website:link.
