In recent years, the phenomenon of fast fashion and low-cost e-commerce has known an unprecedented expansion. Among the most discussed platforms there is Temu, a marketplace that promises products of all kinds at bargain prices, attracting millions of consumers in Europe and worldwide. But now we know that behind these super -convenient offers, there are risks related to quality, safety and – as the case that we tell today – also to respect the laws on intellectual properties and copyright.
The story concerns a Roman consumer who had ordered some articles on Temu last May for a total value of 42.13 euros. They were balloons for parties, kitchen sponges, a swimsuit, a shirt and hair clips for a child. Precisely these last two products aroused suspicions to the customs and monopolies agency, which stopped them in customs and seized.
At the end of August, the man received an official communication containing a report of finding for counterfeiting and administrative seizure. The aforementioned sanction was very high: 612.80 euros, almost 15 times the value of the order.
The report reads that the seized products were a shirt inspired by the film “Monsters & Co.” And a pack of hair clips inspired by the film “Inside out”. Following checks, the intervention of Disney Enterprises Inc. legal consultants was requested, who on July 18, 2025 certified the counterfeit nature of the articles.
On the basis of this report, the Customs Agency applied art. 1 paragraph 7 bis of Legislative Decree 35/2005, which provides for a fine of 300 to 7,000 euros for those who introduce counterfeit products from non-EU countries to the national territory. In addition to the sanction, the administrative seizure of the goods also started.
The consumer, incredulous, turned to Codacons to obtain legal assistance.
The position of the Codacons
The association defined the “controversial” case: for customs purposes the citizen was considered a real importer, therefore responsible for the violation. However, those who buy online on platforms like Temu do not have the opportunity to check the goods first, nor to make sure that the product has the necessary licenses.
Codacons therefore invites consumers to pay maximum attention to purchases from non-EU countries, avoiding articles that resume famous brands or people sold at too low prices in order to be authentic.
Temu’s reply
The platform specified that the products in question have already been removed from the marketplace. Temu, explain in a note, is a portal that hosts independent sellers, who are required to respect intellectual property rights. The company recalled that it has a proactive monitoring system and a portal dedicated to brands owners to report violations.
In addition, Temu stresses that he is a member of the Internazional Trademark Association (INCL) and to have signed a Memorandum of Undersanding with the International Anticounterfeiting Coalition (IACC), undertaking to strengthen the fight against online counterfeiting.
Many beautiful words, as often happens in these cases, but in the end the controls are too often ineffective, leaving consumers exposed to concrete risks.
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