Carousell tackles Unauthorised Goods with Carousell Rights Owners Programme (CROP)
Carousell, one of the world’s largest and fastest growing classifieds, today announced the launch of the Carousell Rights Owners Programme (CROP), a platform that tackles listings of unauthorised goods in collaboration with brand partners. CROP provides assurance to both brands, whose rights are more closely protected, and users, who can deal with greater confidence in the marketplace platform.
CROP allows trusted brand partners to directly remove listings of brand replicas from Carousell with zero processing time, thus tightening the content moderation process by drastically reducing the time required for takedowns. First piloted in December 2018, CROP has taken down 13,000 listings in the nine months since its introduction. Only select brand partners, whose activities will be closely monitored by Carousell, will have access to CROP and its content moderation capabilities. Brands who have come onboard CROP include Nike, Grab and luxury group company Kering, which owns brands such as Gucci, Yves Saint Laurent, Balenciaga and Bottega Veneta.
“We want to create a trusted marketplace platform and protect Carousellers from inadvertently purchasing unauthorised goods, while at the same time protecting brands’ rights. CROP allows us to proactively address both these issues seamlessly, eliminating any delay in action altogether. Once a listing has been deemed unauthorised and removed directly by the brand through CROP, the seller will automatically receive an email to notify them of the takedown due to their item’s infringement of Intellectual Property (IP) rights,” said Serena Darcel Chin, Head of Legal, Carousell.
Carousell’s existing unauthorised goods policy prohibits the sale of replicas and the creation of any content that violates any intellectual property rights. However, prior to CROP there was a longer process from the flagging of an item to the actual takedown, as its URL had to be first submitted to Carousell’s brand protection team for processing. To ensure swift action, Carousell is looking to further streamline and automate CROP’s processes in the near future.
“Trust and safety continues to be a key priority for Carousell. Carousell has been vigilant in addressing the selling of unauthorized goods on our platform. We are invested in building a holistically safe and conducive environment for buying and selling and have seen very promising results from our efforts to tackle this issue,” said Tang Siew Wai, Country Head, Carousell Malaysia.
CROP is the latest development in Carousell’s series of dedicated efforts to build a trusted environment for its users. Besides CROP, Carousell has also invested resources in Sift Science (a third party service provider) and manual moderation teams to help combat unauthorised goods on the platform.