{"id":12161,"date":"2019-10-28T14:29:48","date_gmt":"2019-10-28T14:29:48","guid":{"rendered":"https:\/\/ebrandservices.fr\/?p=12161"},"modified":"2024-07-15T13:23:58","modified_gmt":"2024-07-15T13:23:58","slug":"1-000-marques-declarent-la-guerre-a-amazon","status":"publish","type":"post","link":"https:\/\/ebrand.com\/fr\/blog\/1-000-marques-declarent-la-guerre-a-amazon\/","title":{"rendered":"1 000 marques d\u00e9clarent la guerre \u00e0 Amazon"},"content":{"rendered":"<h3><strong>La meilleure d\u00e9fense serait-elle l\u2019attaque\u00a0? C\u2019est a priori le parti pris par les marques du secteur de la mode, lass\u00e9es d\u2019\u00eatre la cible des fraudeurs sur la plateforme Amazon qui, malgr\u00e9 le programme de protection mis en place, semble plut\u00f4t favoriser la contrefa\u00e7on que la combattre. Explications.\u00a0<\/strong><\/h3>\n<p>Marre du faux\u00a0! Et surtout, marre du faux sur <strong>Amazon<\/strong>. Les marques de mode, au nombre desquelles Adidas, Gap, Gucci et bien d\u2019autres, en font r\u00e9guli\u00e8rement les frais. C\u2019est pourquoi, le 30 septembre 2019*, l\u2019<strong>American Apparel &amp; Footwear Association<\/strong> (l\u2019AAFA), qui regroupe environ 1000 marques du secteur de la mode, a propos\u00e9 au Directeur de l\u2019Innovation et de la Propri\u00e9t\u00e9 Intellectuelle du gouvernement am\u00e9ricain d\u2019ajouter cinq des sites de la plateforme <strong>Amazon<\/strong> \u00e0 sa nouvelle liste de <em>\u00ab\u00a0Notorious Markets\u00a0\u00bb<\/em>.<\/p>\n<p>Dans cette r\u00e9cente proposition, les sites Amazon situ\u00e9s en <strong>France<\/strong> et en <strong>Inde<\/strong> viennent s\u2019ajouter \u00e0 ceux situ\u00e9s au Royaume-Uni, au Canada, en Allemagne, objets d\u2019une premi\u00e8re demande faite en 2018.<\/p>\n<p>Rick Helfenbein, pr\u00e9sident de l\u2019AAFA, souligne en effet que <em>\u00ab\u00a0malgr\u00e9 son r\u00f4le de leader dans le paysage mondial de la vente au d\u00e9tail et de partenaire de vente important pour nombre de nos marques membres, <strong>Amazon<\/strong> continue de pr\u00e9senter d&rsquo;importants d\u00e9fis en termes de contrefa\u00e7on.\u00a0\u00bb<\/em> Raison pour laquelle l\u2019Association a jug\u00e9 n\u00e9cessaire de solliciter \u00e0 nouveau son inscription \u00e0 la liste des <em>\u00ab\u00a0Notorious Markets\u00a0\u00bb<\/em>, liste qui r\u00e9pertorie depuis 2006 les sites Internet les plus \u00ab\u00a0fameux\u00a0\u00bb en termes de contrefa\u00e7on.<\/p>\n<p>Les \u00c9tats-Unis ne sont pas les seuls \u00e0 pointer du doigt Amazon et d\u2019autres sites connus pour porter pr\u00e9judice aux marques. La <strong>Commission europ\u00e9enne<\/strong> a mis en place, sur un mod\u00e8le comparable, sa propre <strong>Liste de Surveillance<\/strong>, dite <em>\u00ab\u00a0Watch List\u00a0\u00bb<\/em>. Dans la plus r\u00e9cente, publi\u00e9e le 7 d\u00e9cembre 2018, Amazon \u00e9tait seulement signal\u00e9e mais non inscrite. La Commission consid\u00e9rait alors que les mesures prises par la plateforme pour lutter efficacement contre les contenus illicites \u00e9taient conformes aux recommandations. Elle remarquait cependant que des <em>progr\u00e8s suppl\u00e9mentaires \u00e9taient n\u00e9cessaires pour que les offres de produits contrefaits disparaissent ou soient consid\u00e9rablement r\u00e9duites<\/em>.<\/p>\n<p>Quoi que d\u00e9cident le gouvernement am\u00e9ricain et la Commission europ\u00e9enne pour leurs prochaines listes, Amazon se trouve plus que jamais dans la ligne de mire des marques qui n\u2019ont pas l\u2019intention de se laisser impressionner par ce g\u00e9ant du Net. Avec la proposition de l\u2019AAFA, la guerre est d\u00e9clar\u00e9e\u00a0!<\/p>\n<h3><strong>Conseil d\u2019expert<\/strong><\/h3>\n<p>Certaines plateformes ont mis en place des proc\u00e9dures de signalement en vu du retrait des annonceuses frauduleuses. C\u2019est souvent un leur, ou une bonne occasion de faire accepter des conditions g\u00e9n\u00e9rales contraignantes pour l\u2019aillant droit. Attention a bien lire les petites lignes avant de signer !<\/p>\n<p>La direction juridique de l\u2019entreprise doit en outre s\u2019appuyer sur une organisation fiable capable de comprendre les droits de propri\u00e9t\u00e9 intellectuelle de son client, de d\u00e9tecter les annonces et de r\u00e9pertorier les vendeurs (dans le respect de la RGPD).<\/p>\n<p>Enfin rappelons qu\u2019un diagnostic pr\u00e9alable est indispensable afin d\u2019identifier les r\u00e9gions du monde et les canaux de distribution (places de march\u00e9, r\u00e9seaux sociaux, sites web, noms de domaine, etc.) dans lesquels il est urgent d\u2019agir, mais aussi pour d\u00e9terminer des objectifs concrets \u00e0 atteindre.<\/p>\n<div>\n<p><strong>Quel budget pr\u00e9voir\u00a0?<\/strong><\/p>\n<p>Le budget mensuel \u00e0 pr\u00e9voir pour une surveillance incluant la suppression automatis\u00e9e de 1000 atteintes par marque et par canal est d\u2019environ 3 500 HT. Une surveillance seule (sans suppression des annonces) co\u00fbte quant-\u00e0-elle en moyenne 750 \u20ac HT, par marque et par canal. Ce budget s\u2019entend pour une surveillance mondiale. Il va de soi qu\u2019en fonction du nombre de marques trait\u00e9es, des \u00e9conomies d\u2019\u00e9chelle peuvent \u00eatre r\u00e9alis\u00e9es. Pour plus d\u2019information sur les outils de lutte anticontrefa\u00e7on, cliquez <a href=\"https:\/\/ebrandservices.fr\/services\/lutte-anti-contrefacon\/\">ici<\/a>. N\u2019h\u00e9sitez-pas \u00e0 prendre conseil aupr\u00e8s de <a href=\"https:\/\/ebrandservices.fr\/contact\/\">votre expert EBRAND<\/a>.<\/p>\n<\/div>\n<p>*courrier de l\u2019AAFA t\u00e9l\u00e9chargeable<a href=\"https:\/\/www.aafaglobal.org\/AAFA\/AAFA_News\/2019_Letters_and_Comment\/AAFA_Comments_to_USTR_on_Notorious_Markets.aspx\"> ici\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La meilleure d\u00e9fense serait-elle l\u2019attaque\u00a0? C\u2019est a priori le parti pris par les marques du secteur de la mode, lass\u00e9es d\u2019\u00eatre la cible des fraudeurs sur la plateforme Amazon qui, malgr\u00e9 le programme de protection mis en place, semble plut\u00f4t favoriser la contrefa\u00e7on que la combattre. Explications.\u00a0 Marre du faux\u00a0! Et surtout, marre du faux [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":42917,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[900],"tags":[],"class_list":["post-12161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contrefacon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>1 000 marques d\u00e9clarent la guerre \u00e0 Amazon - EBRAND<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebrand.com\/fr\/blog\/1-000-marques-declarent-la-guerre-a-amazon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1 000 marques d\u00e9clarent la guerre \u00e0 Amazon\" \/>\n<meta property=\"og:description\" content=\"La meilleure d\u00e9fense serait-elle l\u2019attaque\u00a0? C\u2019est a priori le parti pris par les marques du secteur de la mode, lass\u00e9es d\u2019\u00eatre la cible des fraudeurs sur la plateforme Amazon qui, malgr\u00e9 le programme de protection mis en place, semble plut\u00f4t favoriser la contrefa\u00e7on que la combattre. Explications.\u00a0 Marre du faux\u00a0! 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