VeRO (Verified Rights Owner) Program — Best Practices for Rights Owners and Sellers

The VeRO (Verified Rights Owner) Program works best when both rights owners and sellers follow clear, practical procedures. This guide offers beginner-friendly, friendly advice for implementing best practices so rights are protected and disputes are resolved quickly and fairly.

Best practices for rights owners (brands, creators, and their representatives)

• Register formally with the platform: Use the marketplace’s rights-owner registration process to gain access to claim tools and reporting portals. Complete all verification steps and upload required documents so your notices are processed quickly.
• Keep IP documentation organized: Store trademark registrations, copyright certificates, licensing agreements, and records of authorized distributors in a central, easily accessible place. Speed matters when submitting VeRO notices.
• Create clear brand guidelines: Publish usage policies that specify authorized resellers, logos, and packaging. Share these guidelines with distribution partners to reduce unauthorized listings.
• Provide specific evidence with notices: When filing a VeRO report, include direct links/IDs for listings, images showing infringement, and references to registered trademarks or copyrights. Be concise and precise—platforms often reject vague notices.
• Use graduated enforcement: Start with warnings or requests for removal and escalate only if necessary. This preserves relationships and reduces the chance of false or retaliatory claims.
• Monitor proactively: Use automated brand-monitoring tools or third-party services to find infringing listings early. Regular monitoring reduces damage to brand reputation and sales.
• Train your team: Ensure everyone submitting notices understands platform policies and the legal consequences of false claims. Appoint a dedicated contact for marketplace issues to ensure consistency.

Best practices for sellers (merchants, resellers, and marketplace users)

• Keep proof of authenticity and purchase: Maintain invoices, supplier agreements, and authorization letters in case a listing is challenged. Uploading this documentation promptly can often resolve a VeRO dispute in your favor.
• Use accurate listings: Avoid misleading titles, images, or descriptions that could suggest a product is genuine if it’s not. Disclose if items are aftermarket, refurbished, or replicas where allowed by platform rules.
• Respond promptly and professionally: If you receive a takedown notice, reply quickly. If you have documentation proving authorization, submit it through the platform’s counter-notice process.
• Know the rules on trademarks and copyrights: Learn basic IP concepts that affect your listings—what counts as trademark use versus permissible reference or comparative advertising.
• Avoid gray-market pitfalls: Selling authentic products sourced from markets where brand restrictions apply can still lead to VeRO claims. Confirm distributor rights before listing.

Shared practices that help both sides

• Prioritize communication: A polite message between seller and rights owner can sometimes solve misunderstandings without formal action. Many disputes end quickly when parties share documentation.
• Use platform tools correctly: Follow the marketplace’s prescribed formats for notices and counter-notices. Fields that look optional can be mandatory for processing.
• Consider graduated enforcement policies: Rights owners should document steps taken prior to VeRO submissions—warnings sent, seller contacts, or prior infractions—so removals are justified and proportional.
• Keep records of all interactions: Save correspondence, screenshots, and notice IDs. This helps if the dispute escalates or if the seller needs to submit a counter-notice.

Technical and operational tips

• Use unique identifiers: Where possible include SKU, UPC, GTIN, or model numbers in listings and notices. They help platforms match products accurately.
• Automate monitoring: For brands with large catalogs, use software that scans listings for logos, images, and suspicious keywords. Automation reduces the manual workload and speeds up responses.
• Standardize notice templates: Rights owners should craft templates with required legal language and checklists to avoid incomplete submissions that get rejected.

When to escalate beyond the VeRO process

If repeat infringement occurs, if a seller makes false claims of authorization, or if high-value counterfeiting damages the brand, rights owners may need to pursue civil remedies or coordinate with law enforcement. However, many disputes can be resolved via platform tools if both parties follow best practices.

In short, the VeRO Program works best when rights owners provide clear evidence and use graduated enforcement, sellers keep solid proof and communicate promptly, and both sides use marketplace tools correctly. These practices reduce friction, protect consumers, and keep online commerce healthy and trustworthy.