Naver Achieves 96% Preemptive Response Rate to Counterfeit Products in Shopping, Citing "Safe Guarantee" Effect

Programs to Combat Counterfeit Goods, Phishing Scams, and Hazardous Products
Safe Transactions Expanded from Commerce to UGC Services

NAVER announced on August 5 that, after implementing the "Safe Guarantee" program last year and running the "Counterfeit Product Clean Program" policy in parallel, the preemptive response rate to counterfeit products in its shopping sector rose to 95.6% this year.

This figure is more than 33 percentage points higher than the 62% recorded in 2021. Previously, in October last year, NAVER established the Safe Guarantee program to ensure that both sellers and buyers can trade with confidence, and has since strengthened artificial intelligence (AI) detection and monitoring of counterfeit products.

In particular, NAVER has implemented technical measures to block sellers with a history of counterfeiting at the Smart Store entry stage and to detect suspected fraudulent stores in advance. In addition, policies such as the "One Strike Out" rule and buyer protection measures under the Counterfeit Product Clean Program have been enforced, resulting in the preemptive blocking of more than 1,000 stores per month on average.

The Safe Guarantee initiative is also expanding to the UGC (User Generated Content) ecosystem. In NAVER Cafe and Band, when users enter keywords or data related to counterfeit products, search results are blocked and the creation of related communities and posting of related content are restricted. Furthermore, detection tools for blocking posts promoting or selling counterfeit products on blogs and cafes have been enhanced, and sanctions have been strengthened at the individual community level.

As a result, the number of reports regarding the suspension of counterfeit product sales posts on Cafe, Band, and Blog has decreased every year, with the number of reports in the first half of this year dropping by 50% compared to the same period last year.

Starting September 1, the "Intellectual Property Rights Clean Program" will also be introduced. This is to prevent the registration or sale of products that intentionally infringe on intellectual property rights such as trademarks or copyrights without the rights holder’s consent. If the same seller is found to have infringed intellectual property rights 20 or more times in a week, a stepwise penalty system will be applied: caution (first offense), warning (second offense), and sanction (third or more offenses). If infringements continue, all products in the seller’s store will be excluded from shopping search results for a certain period, and additional measures will be enforced.

Yoo Bongseok, Head of NAVER Policy and RM Division, said, "We will continue to expand the Safe Guarantee program throughout the NAVER ecosystem, including shopping and UGC, to build a healthy platform environment and enhance service reliability."

This content was produced with the assistance of AI translation services.