July 24 - DSM Dyneema has stepped up legal action against online marketplaces by more aggressively enforcing the removal of advertisements in which the Dyneema trademark is used without permission.
Some of the web portals have featured thousands of adverts infringing the Dyneema brand, said the company. However DSM Dyneema's collaboration with the online marketplace owners has led to the removal of more than 22,000 adverts that had been illegally using the trademark. The enforcement activity has been going on for over a year.
"Although Chinese websites are often notorious for offering counterfeit products, a number of online marketplaces - such as Alibaba.com - have shown a cooperative attitude toward trademark owners such as DSM," commented DSM Dyneema's director of branding and communications Nathali Donatz.
The Alibaba group, for example, has a strict approach toward parties that infringe multiple times and if the offending party does not 'clean up' its actions, it will be banned from placing advertisements on the group's websites.
"Promotion of the Dyneema trademark or logo in relation to an end product provides users of that product with a guarantee that they are investing in performance and quality," added Donatz. "As such we will do all we can to protect the brand and drive home the message that non-authorised companies cannot take advantage of this carefully established position."