On June 27, QBPC Internet Committee held the 1st Online Brand Protection Class of 2023. Bilibili brand protection team was invited to introduce their IP protection mechanism, which attracted more than 70 QBPC member representatives.
As the moderator, Charlotte Qu (Siemens), Internet Committee Vice Chair, introduced the background. The development of social media and short video platforms brought about new challenges to the protection of IP. Compared with traditional e-commerce platforms, social media platforms provided even more diversified content, such as videos, animations, movies, TV series, and live streaming. As a result, QBPC members were keen to understand the brand protection mechanisms, policies, infringement complaint procedures as well as other related rules of social media platforms.
Chen Lumin, Senior Director of Legal Affairs and Compliance Officer at Bilibili, introduced Bilibili’s business lines and IP protection measures in terms of rules for users, community governance and complaints against infringements. Bilibili provided a wide range of products and services for its core users (Gen Z). In addition to Bilibili website and APP, Bilibili business also covered live streaming, video games, advertising, comics, movies, performance activities, e-sports, e-commerce, and columns, etc.
“Strengthening the Protection of IP Rights, Facilitating the Development of the Brands” was the emphasis of online brand protection at Bilibili. In order to ensure compliance on the platform, Bilibili tried to regulate users’ behavious through user agreement, community conventions, live streaming sales agreement, live streaming code of conduct, and live streaming penalty measures. As to community governance, Bilibili launched several major governance projects on anti-counterfeiting, protecting enterprises’ rights and interests, gaming content, and resisting malicious complaints, etc. Meanwhile it published regular community governance announcements to help brand owners identify violations. Chen also introduced in detail on how to file infringement complaints and report on live streaming content. Bilibili had been strengthening the pre-interception of infringements while intensifying punishment, hoping to realize the positive and stable development of the whole community.