Naver announced on the 5th that it has expanded its 'Assurance Program' beyond commerce to include community-based user-generated content (UGC) areas such as cafes, bands, and blogs.
In October last year, Naver established the 'Assurance Program' to ensure that both sellers and buyers can engage in transactions with peace of mind. The aim is to protect users through measures such as ▲ preventing the distribution of counterfeit products ▲ detecting abnormal transactions ▲ blocking the distribution of harmful products.
Naver is introducing artificial intelligence (AI) detection for counterfeit products and strengthening monitoring. It is also conducting seller reliability checks to ensure transaction stability. This year, the preemptive response rate for counterfeit products in the shopping sector reached 95.6%.
The company noted, "From the stage of entering the smart store, we are strengthening technical measures to preemptively block sellers with a history of counterfeiting and detect suspected phishing sites," adding, "We have also blocked more than 1,000 stores per month through policies such as one-strike-out and purchase protection measures under the 'counterfeit product clean program.'"
This year, Naver plans to expand its partnerships with around 300 rights holders and brands. It continues to request appraisals and verification of suspected counterfeit products in collaboration with specialized appraisal institutions. It has also been participating in the Korean Intellectual Property Office's 'Counterfeit Product Distribution Prevention Council' for over 10 years.
Naver is also extending these assurance activities to the UGC ecosystem. In cafes and bands, based on keywords and data related to counterfeit products, it blocks the display of search results when those keywords are entered. Technical responses that limit the establishment of related communities and the registration of posts are also being implemented. In blogs and cafes, tools for detecting and blocking posts related to the sale and promotion of counterfeit products are being advanced, and sanctions are applied at the individual community level.
Reports of the suspension of counterfeit product sales in cafes, bands, and blogs have sharply declined, with the number of reports in the first half of 2025 decreasing by 50% compared to the same period last year. Naver plans to further enhance the assurance program in the UGC sector, improving access to counterfeit reporting menus in bands and advancing automatic detection functions for counterfeit products this year.
Starting September 1, it will introduce the 'Intellectual Property Clean Program.' The aim is to more actively protect rights holders and buyers from products infringing on intellectual property rights within the shopping service. Naver has implemented a system where if the same seller is found to have infringed on intellectual property rights more than 20 times in one week, warnings (once), cautions (twice), and sanctions (three times or more) will be initiated. When repeated infringements occur, all products from the seller's store will not be displayed in shopping searches for a certain period, reinforcing step-by-step measures.
Naver is also extending these assurance activities to the UGC ecosystem. In cafes and bands, based on keywords and data related to counterfeit products, it blocks the display of search results when those keywords are entered. Technical responses that limit the establishment of related communities and the registration of posts are also being implemented. In blogs and cafes, tools for detecting and blocking posts related to the sale and promotion of counterfeit products are being advanced, and sanctions are applied at the individual community level.
Reports of the suspension of counterfeit product sales in cafes, bands, and blogs have sharply declined, with the number of reports in the first half of 2025 decreasing by 50% compared to the same period last year. Naver plans to further enhance the assurance program in the UGC sector, improving access to counterfeit reporting menus in bands and advancing automatic detection functions for counterfeit products this year.
Starting September 1, it will introduce the 'Intellectual Property Clean Program.' The aim is to more actively protect rights holders and buyers from products infringing on intellectual property rights within the shopping service. Naver has implemented a system where if the same seller is found to have infringed on intellectual property rights more than 20 times in one week, warnings (once), cautions (twice), and sanctions (three times or more) will be initiated. When repeated infringements occur, all products from the seller's store will not be displayed in shopping searches for a certain period, reinforcing step-by-step measures.