Common Mistakes to Avoid with the VeRO (Verified Rights Owner) Program

The VeRO (Verified Rights Owner) Program is a powerful tool for protecting intellectual property on marketplaces, but mistakes by rights owners, sellers, or the platform can lead to delays, wrongful takedowns, or damaged reputations. This friendly, beginner-oriented article outlines the most frequent errors and offers practical ways to avoid them.

1. Submitting incomplete or vague notices

One of the most common mistakes rights owners make is filing VeRO notices that lack clear, actionable information. Typical gaps include missing listing URLs or IDs, no evidence of registration, or unclear descriptions of how the listing infringes.

• Avoidance tip: Use a checklist before submitting a notice: include exact listing links, images showing infringement, registration numbers, and a concise statement of ownership or authorization.

2. Overreporting and abusive claims

Rights owners sometimes file broad or aggressive takedowns—reporting marginally similar listings or using VeRO to suppress legitimate competition. This can lead to platform penalties or loss of credibility.

• Avoidance tip: Apply a proportional approach—reserve VeRO for clear infringements, and consider first contacting sellers or issuing warnings for borderline cases.

3. Missing or poor documentation from sellers

Sellers commonly fail to keep invoices, supplier agreements, or distributor authorizations. Without documentation, a valid seller can lose listings even if their inventory is legitimate.

• Avoidance tip: Keep digital copies of purchase receipts, authorization letters, and communications in a searchable folder. Upload them immediately if challenged.

4. Confusing trademark use with infringement

Not all uses of a brand name are infringing; comparative advertising, factual descriptions, or statements of compatibility can be lawful. Misunderstanding fair use leads to unnecessary disputes.

• Avoidance tip: Both parties should familiarize themselves with basic IP concepts and platform policy language related to trademarks and comparative references.

5. Failing to use unique product identifiers

Listings without SKU, UPC, or model numbers make it difficult for rights owners and platforms to identify infringing products, increasing false matches and delays.

• Avoidance tip: Use GTINs, UPCs, and model numbers in listings and notices to help marketplaces match claims correctly.

6. Slow response to notices or counter-notices

Time is important. Sellers who ignore notices or rights owners who don’t follow up can allow disputes to fester or escalate unnecessarily.

• Avoidance tip: Establish internal SLAs (e.g., respond to notices within 48–72 hours) and monitor dispute inboxes regularly.

7. Relying solely on VeRO for enforcement

While VeRO is fast and effective for takedowns, it doesn’t replace legal action when serious counterfeiting or ongoing commercial harm occurs.

• Avoidance tip: Use VeRO as the first line of defense and consult legal counsel for persistent or high-stakes infringement that may require civil or criminal remedies.

8. Not keeping IP registrations and portfolios updated

Outdated registrations or unclear licensing records make it harder to prove rights ownership during a VeRO submission.

• Avoidance tip: Regularly audit your IP portfolio, renew registrations, and maintain clear, up-to-date records of licensing and distribution agreements.

9. Ignoring marketplace policy differences

Each marketplace has its own VeRO procedures and evidence requirements. Assuming one platform’s rules apply across all sites often leads to rejected notices or improperly handled counter-notifications.

• Avoidance tip: Read each platform’s VeRO documentation and tailor submissions to their specific format and evidence requirements.

10. Poor communication and escalation planning

Failing to document or escalate disputes internally can cause repetitive filing, inconsistent messaging, and operational inefficiencies.

• Avoidance tip: Keep a case log for VeRO submissions and disputes, document interactions with sellers and platforms, and escalate repeat infractions to a senior IP manager or legal advisor.

What to do when mistakes happen

• For rights owners: If a notice is rejected, review the rejection reason, correct omissions, and resubmit. If you discover you reported the wrong listing, notify the platform immediately and apologize to minimize harm.
• For sellers: If your listing is removed, gather invoices and authorization documents quickly and use the platform’s counter-notice process. If the platform offers mediation, consider it as a low-cost way to resolve the dispute.
• For both parties: Use direct, fact-based communication when possible. Many disputes are resolved informally once both sides share documentation.

In summary, the VeRO Program is an effective tool when used thoughtfully. Avoid common mistakes—such as incomplete notices, abusive claims, and poor record-keeping—by following the tips above. Doing so protects brands, preserves seller rights, and keeps marketplace ecosystems healthy and trustworthy.