Summary
New counterfeit/knockoff detection rules: creators must verify product authenticity, branding, price parity, trademark authorization. Bans promotion of products with intentionally obscured or misspelled brand names, "inspired by" claims, and 50%+ design similarity knockoffs.
Why it matters
Creators/sellers promoting unauthorized replicas or similarly-designed products face content removal and account penalties. New verification requirements add operational burden. Vague similarity thresholds (50-60%) create enforcement risk without clear product assessment standards.
Recommended action
Audit promoted products for trademark authorization, price anomalies, design similarity, and branding accuracy. Document seller authorization. Avoid promotional language like "inspired by," "1:1," or "replica." Review product before promotion to limit counterfeit/knockoff compliance exposure.
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Using a public figure's name, image or likeness in your content
Featuring brands in your content if you're not promoting their products
Promoting counterfeit or knockoff products for sale Counterfeits are unauthorized copies or replicas of actual branded products. They tend to feature the brand's trademarks. These can be a logo, slogan, symbol, design, expression, pattern, or monogram. Knockoffs closely resemble branded products, but they are not copies or replicas. They might "copy" elements of a branded product's design, feel or look, or some of its features or functions.
Counterfeits are unauthorized copies or replicas of actual branded products. They tend to feature the brand's trademarks. These can be a logo, slogan, symbol, design, expression, pattern, or monogram.
Knockoffs closely resemble branded products, but they are not copies or replicas. They might "copy" elements of a branded product's design, feel or look, or some of its features or functions.
Use accurate branding when promoting your product. If your product is from Brand A, only Brand A should appear on the product detail page, including the title, description, SKU, and images.
When you receive a product to promote, check the following: The product's overall design, feel, and look Any brand trademarks on the product or its packaging The product's price against the same or similar products on the market
If the product's price is significantly lower than the same or similar products, don't promote it. It might be a counterfeit or knockoff. Report it to us instead!
If the product features a brand's trademark, check with the seller if they have brand authorization to sell it. If they don't, don't promote that product. It might be a counterfeit.
If the product looks similar to a branded product or "copies" elements of its design, feel, or look, don't promote it. It could be a knockoff. Take note - not even a 50 to 60% similarity is allowed! Below are examples of knockoffs (which must not be promoted) and original products (which can be promoted):
Affects: Creator, Seller, Listing, Video
Don't use trademarks (e.g., brand names and logos) in your content without permission from their owner.
Don't use someone's name, image, or likeness to promote a product without their permission.
Don't promote products if obvious branding changes have been made to mask their similarity to actual branded products: Shortened or misspelt brand names Brand names with spaces added or removed Brand names with repeated characters Brand names with letters replaced with numbers or symbols
Brand names with letters replaced with numbers or symbols
Don't promote any product where the listing emphasizes its close similarity to an actual branded product.
Promotional phrases that run foul of this rule include "inspired by X brand", "similar to", "as good as", "same features as", "it works the same as", "duplicate of", and "smells like".
Avoid products with descriptive terms such as replica, forged, mirror, copy, alike, duplicate, dupe, clone, like the original, as the original, imitation, high imitation, 1:1, mirror quality, lushentic grade, and factory leakage.
Promotional phrases that run foul of this rule include "inspired by X brand", "similar to", "as good as", "same features as", "it works the same as", "duplicate of", and "smells like".
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No content was removed in this update.