How to protect your brand and intellectual property on Lazada (2026 guide)

A loyal customer searches for your best-selling product on Lazada, clicks a listing using your official images, and buys what looks like the real item at a heavy discount. A week later, they receive a poor-quality fake, blame your brand, leave a negative review, and message your support team demanding a refund for a product you never sold.

That is the real cost of counterfeit activity on Lazada. It is not just one fake listing. It is lost revenue, damaged customer trust, pressure on authorized distributors, and a repeatable playbook that counterfeiters copy across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Lazada is one of Southeast Asia’s leading ecommerce platforms, operating across those six markets and backed by Alibaba’s technology infrastructure. It also has its own IPR Protection Team, created in 2019 to support intellectual property rights across the platform.

This guide explains how to remove counterfeits from Lazada, how to file a DMCA or IP complaint, how to report a seller, and how to build a brand protection program that works beyond one-off takedowns.

TL;DR

• A scalable brand protection strategy across Lazada’s six SEA markets should combine daily monitoring, documented IP rights, seller risk scoring, authorized seller whitelists, systematic complaint filing, and human review for counter-notices and edge cases.
• To remove counterfeits from Lazada, rights holders can file complaints through the Alibaba Intellectual Property Protection (IPP) Platform or Lazada’s IP Infringement Online Form.
• Use the IPP Platform for repeat enforcement at scale; use the one-time form for a small number of listings.
• The strongest complaints include verified IP rights, infringing listing URLs, product comparison evidence, seller details, screenshots, and a clear explanation of how the listing infringes your trademark, copyright, patent, or design rights.
• A Lazada DMCA complaint is most relevant when sellers copy protected images, product descriptions, videos, or other copyrighted assets.
• Manual takedowns work for isolated cases. They break down when counterfeiters relist, split inventory across accounts, or move between Lazada, Shopee, TikTok Shop, Facebook, Instagram, Taobao, Tmall, Douyin, Pinduoduo, and WeChat.

Lazada brand protection at a glance

Threat type	What it looks like on Lazada	Best enforcement route	Evidence to collect	Main business risk
Counterfeit product listing	Seller uses your trademark to sell fake goods	IPP Platform or IP Infringement Online Form	Listing URL, trademark registration, product comparison, screenshots, seller name	Revenue loss, customer safety risk, brand damage
Copyright infringement	Seller copies your product photos, videos, descriptions, or creative assets	DMCA or copyright complaint via IPP Platform or form	Original asset, publication date, copied listing URL, screenshots	Customer confusion, fake listing credibility
Trademark misuse	Seller uses your brand name, logo, or product line in titles, images, or storefront	IPP Platform trademark complaint	Trademark certificate, infringing URL, screenshots	Search diversion, counterfeit sales
Scam seller	Seller uses fake discounts, false product claims, or no-stock tactics	Report seller on Lazada; file IP complaint if rights are also infringed	Seller page, order evidence, chat screenshots, URLs	Fraud, customer complaints
Unauthorized reseller or grey market seller	Real products sold outside authorized channels, below MAP, or in the wrong market	Platform report, reseller investigation, grey market enforcement	Seller data, price history, distributor list, purchase evidence	Channel conflict, distributor pressure
Cross-border counterfeit network	Same seller or connected accounts appear across Lazada, Shopee, TikTok Shop, Taobao, Tmall, Douyin, Pinduoduo, or WeChat	Marketplace enforcement plus network-level monitoring	Shared images, names, phone numbers, addresses, product catalogues	Repeat infringement and relisting

What is Lazada brand protection?

Lazada brand protection is the process of detecting, documenting, reporting, and removing unauthorized uses of your intellectual property on the platform. It covers counterfeit listings, copied product photos, trademark misuse, design copies, scam sellers, and repeat infringers operating across Lazada’s Southeast Asian markets.

Lazada enforcement is rights-based. The stronger your IP documentation, the faster and more consistently you can get infringing listings removed. Rights holders can rely on trademarks, copyrights, patents, and other registered rights depending on the type of infringement.

Lazada’s IPR page states that its IPR Protection Team was created to build a comprehensive IP protection program and preserve trust for consumers and merchants across Southeast Asia. For brands, this means there is a defined enforcement route, but it does not mean Lazada will automatically find every fake. Your team still needs to detect suspicious listings, gather evidence, file the right complaint type, and monitor whether sellers relist after removal.

Why counterfeits on Lazada are a business risk

Counterfeits damage more than marketplace revenue. They create customer confusion, dilute brand equity, trigger support costs, and weaken authorized distribution across Southeast Asia.

The OECD and EUIPO estimated that global trade in counterfeit goods reached USD 467 billion in 2021, equal to 2.3% of total global imports. Counterfeit trade is not limited to luxury goods — it affects fashion, footwear, electronics, cosmetics, pharmaceuticals, automotive parts, batteries, food, and consumer products.

On Lazada, counterfeiters commonly boost listing credibility by copying official product images, descriptions, logos, and branded terms, often pairing this with steep discounts and fake reviews. That creates four commercial risks:

Lost marketplace sales. Counterfeit listings divert customers away from official stores, LazMall storefronts, and authorized sellers.

Damage to customer trust. Customers often blame the brand, not the marketplace seller, when a fake breaks, looks different, or never arrives.

Distributor conflict. Authorized sellers lose the buy box, face unfair price competition, and may question why enforcement is not happening.

Repeat infringement. A removed seller can relist under another account, slightly change product titles, or shift inventory to another Southeast Asian marketplace.

What counts as intellectual property infringement on Lazada?

IP infringement on Lazada happens when a seller uses protected brand assets without permission: trademarks, copyrighted images, product descriptions, patented designs, or other enforceable rights.

Counterfeit product listings

A counterfeit listing uses your trademark or branded assets to sell fake versions of your products. To get it removed, you generally need to show that the listing misuses your trademark and that the item is not genuine.

Strong evidence includes: listing URLs, screenshots of the listing and seller page, trademark registration certificates, photos comparing genuine and suspected counterfeit products, and test purchase evidence where available.

Copyright infringement

A DMCA or copyright complaint is most relevant when a seller copies your original product photos, descriptions, videos, packaging images, manuals, or other creative assets — even when the seller is not directly claiming to sell your branded product. For example, a seller may use your professional product images to promote a lookalike item. Indirect copyright infringements can be harder to detect because sellers may misspell product names or avoid obvious keywords.

Trademark misuse

Trademark misuse occurs when sellers use your registered brand name, logo, product line, or confusingly similar terms in listing titles, descriptions, images, store names, or search keywords. This is often the clearest basis for enforcement, especially when the seller is using your mark to drive search visibility or imply an official relationship.

Patent or design infringement

Patent or design infringement applies when a seller copies a protected product shape, technical feature, industrial design, or other protected element. These cases often require stronger documentation and expert validation, particularly when the infringement is not obvious from the listing alone.

Scam seller activity

Scam activity may include fake discounts, fraudulent “official” claims, no-stock schemes, phishing attempts, or sellers impersonating your brand. When scam activity also uses your trademark, logo, or copyrighted assets, you can combine seller reporting with IP enforcement.

How to remove counterfeits from Lazada

The main route is to submit an IP complaint through Alibaba’s Intellectual Property Protection Platform or Lazada’s one-time IP Infringement Online Form. Lazada generally shares IPR complaint procedures with other Alibaba Group platforms, and rights holders can use the IPP Platform for repeated complaints or the one-time form for occasional cases.

Option 1: Use the Alibaba IPP Platform

Use the IPP Platform if you need to submit multiple complaints, manage repeat enforcement, or track takedown status over time. It is designed for rights holders and authorized agents, and lets you register, verify your IP rights, submit complaints, and monitor outcomes.

Step 1: Register an account

Create an account as an individual, enterprise, rights holder, or authorized agent. You may need to provide identity documents, company registration documents, and authorization letters if you are acting on behalf of the rights holder.

Step 2: Submit proof of IP rights

Upload the rights you want to enforce. For trademarks, this typically includes the trademark name, registration number, owner, registration country, expiry date, goods or services class, and a valid certificate. For copyright claims, provide documentation showing ownership of the copied asset. For patents or designs, provide the registration documents and any supporting explanation needed to demonstrate infringement.

Step 3: File the complaint

Once your IP rights are verified, select the relevant Lazada site and complaint type. For counterfeit listings, choose the relevant trademark or IP right, select “product listing,” choose “counterfeit” as the reason where applicable, and add the infringing listing URLs along with proof of infringement.

Step 4: Track review, counter-notices, and removals

After submission, Lazada reviews the complaint. If accepted, the listing is removed. Track complaint status carefully — sellers may submit counter-notifications, and in some cases you must respond within a specified timeframe or the complaint may be withdrawn and the listing reinstated.

Option 2: Use Lazada’s IP Infringement Online Form

Use this form when you only need to report a small number of listings or prefer not to create an IPP Platform account. It is suitable for occasional enforcement, but less efficient for brands facing recurring activity — every new complaint requires a fresh submission and repeated documentation.

When filing, prepare: your role as IP owner or authorized agent, the type of IP being infringed, the IP name and registration documents, infringing listing URLs, screenshots, and a clear explanation of the infringement.

For brands with recurring issues, the IPP Platform is the better operational route.

How to report a seller on Lazada

To report a seller for suspected scams or policy violations, go to the seller’s store, use the reporting or feedback option, select the relevant issue, provide details, and submit evidence. The reporting flow typically involves navigating to the seller’s store, clicking the ellipsis icon, choosing “feedback,” selecting “report products and potential scams,” and submitting your complaint details.

For brand owners, seller reporting should not replace IP enforcement. Report the seller for fraud or policy abuse. File an IP complaint to remove the infringing listing. And document the seller profile for repeat offender tracking.

This matters because removing one listing does not always disrupt a seller’s full operation. Counterfeiters often spread risk across multiple listings, stores, and marketplaces. Tracking connections between seller accounts — shared images, storefront language, contact details, pricing patterns — helps move from listing-level takedowns to seller-level disruption.

How to file a Lazada DMCA takedown

A DMCA takedown on Lazada should focus on copied creative assets. Use this route when a seller copies your original product photography, website copy, videos, packaging images, manuals, or other copyrighted content.

A strong complaint should include: your name and company information, a statement that you own or are authorized to act for the copyright owner, identification of the original copyrighted work, the Lazada URL where the copied work appears, screenshots showing the copied asset, proof that your asset predates the Lazada listing, a clear explanation of what was copied, and any required declarations under the platform’s process.

A DMCA complaint is not always the best route for counterfeit goods. If the seller is using your trademark to sell fakes, a trademark counterfeit complaint may be stronger. If the seller copies your image to promote a lookalike product under another name, copyright is likely the right path. Many high-risk listings involve both — misuse of your trademark and copying of your images. In those cases, include both rights where the complaint process allows.

What evidence do you need to remove a counterfeit listing?

Build an evidence packet that proves three things: you own the rights, the listing uses those rights, and the use is unauthorized or misleading.

IP ownership documents. Trademark certificates, copyright registrations where available, patent and design registrations, licensing documents, and authorization letters for agents.

Infringing listing records. Save the listing URL, seller name, store URL, listing title, description, images, SKU, price, reviews, and date of capture. Screenshots are important because listings can change after a seller receives notice.

Product comparison evidence. Show how the suspected counterfeit differs from the genuine product — packaging, logo placement, serial number format, materials, labeling, safety markings, and product quality.

Seller intelligence. Track seller names, store IDs, contact information, return addresses, shipping origin, product catalogues, repeated images, and connected storefronts.

Business impact evidence. Where possible, document customer complaints, negative reviews, distributor reports, pricing disruption, and lost buy box visibility. This helps prioritize enforcement and justify investment in a broader protection program.

Why manual Lazada enforcement breaks down

Manual enforcement works for isolated cases but becomes inefficient when counterfeiters relist quickly, change keywords, or operate across multiple platforms.

Listings are hard to find

Counterfeiters do not always use exact brand names. They may misspell product names, crop logos, use coded language, or rely on copied images instead of searchable text.

Evidence collection takes time

Each complaint requires URLs, screenshots, IP documents, and a clear explanation. When hundreds of listings appear, documentation becomes a bottleneck.

Sellers relist after removal

A takedown is only the first action. Without monitoring, the same seller can upload a new listing with a slightly different title or image.

Activity spreads across marketplaces

A seller removed from Lazada may still operate on Shopee, TikTok Shop, Facebook Marketplace, Instagram, Temu, AliExpress, Taobao, Tmall, Douyin, Pinduoduo, and WeChat.

Complex cases require human judgment

Automation can detect and group suspicious listings at scale, but human expertise remains essential for edge cases, counter-notices, test purchases, seller escalation, and situations where a false positive could damage an authorized seller relationship.

Effective enforcement needs both scale and judgment — not one or the other.

How to build a Lazada brand protection strategy

The goal is not only to remove counterfeit listings one by one, but to reduce repeat exposure across Southeast Asia.

Step 1: Register and organize your IP rights

Ensure your trademarks, copyrights, patents, and design rights are registered in the relevant markets — potentially Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, depending on where you sell and where infringements appear.

Create a central IP repository covering: trademark certificates, copyright ownership records, patent and design registrations, product image ownership records, authorized distributor agreements, agent authorization letters, and brand guidelines.

Step 2: Monitor Lazada daily

Counterfeit listings can generate orders before your team sees them. Monitor branded keywords, product names, misspellings, logo use, copied images, suspicious discounts, seller storefronts, customer reviews, and product categories across every market.

Step 3: Prioritize by risk

Not every listing deserves the same urgency. Prioritize listings that use your trademark in the title, copy official product images, claim to be “official” or “authentic,” offer unusually steep discounts, sell high-risk products such as cosmetics, electronics, or health goods, rank high in Lazada search results, or appear connected to repeat infringers.

Step 4: Enforce through the right route

Use the IPP Platform for repeated enforcement, the one-time form for occasional complaints, DMCA complaints for copied creative assets, and seller reporting for scams or platform abuse. The more precise the complaint type, the higher the chance of fast removal.

Step 5: Track repeat sellers and connected networks

Counterfeiters often reuse product images, descriptions, phone numbers, addresses, and pricing patterns. Track these connections to move from listing-level takedowns to seller-level disruption.

Step 6: Expand beyond Lazada

Lazada is one piece of the Southeast Asia enforcement map. If the same sellers also appear on Shopee, TikTok Shop, Facebook, Instagram, Temu, AliExpress, or domestic Chinese platforms, your strategy needs cross-platform detection. Many counterfeit networks that are visible on Lazada originate from or distribute through channels like Douyin, Pinduoduo, and WeChat — monitoring Lazada alone can remove visible listings while missing the upstream operation.

How Red Points helps brands protect their IP on Lazada

The standard for Lazada brand protection is clear: monitor listings daily, document infringement, file the right complaint, track outcomes, and act again when sellers relist. The challenge is scale.

A manual team can report a handful of sellers. It cannot reliably monitor thousands of listings across Lazada Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam — let alone the broader network of connected platforms across Southeast Asia and Mainland China.

Red Points’ brand protection platform detects and enforces against infringing listings across 5,000+ marketplaces, processing 90M+ new links per day using image and logo recognition, OCR, machine learning, seller intelligence, automated enforcement rules, and human-in-the-loop review for complex decisions. The platform delivers 5.1M+ enforcements per year across 1,300+ brands.

For Lazada specifically, Red Points can help brands:

• Detect counterfeit listings using text, image, logo, and seller signals — including listings that avoid obvious brand keywords
• Validate infringement with automation and expert review
• File takedowns through the correct enforcement routes
• Track seller networks and repeat infringers
• Whitelist authorized sellers to reduce false positives
• Measure removals, exposure reduction, seller recurrence, and estimated revenue at risk
• Extend enforcement to Mainland China platforms through dedicated local workflows when counterfeit networks are active on Douyin, Pinduoduo, WeChat, and other domestic channels

The key is not just removing more listings — it is reducing the time counterfeit listings stay live, preventing repeat sellers from rebuilding visibility, and giving legal, brand, and ecommerce teams a shared view of the threat.

Ready to protect your brand on Lazada? Book a demo to see how Red Points can help you detect, validate, and remove counterfeit listings before they damage revenue, customers, and distributor trust.

Frequently asked questions