EU Fines AliExpress €550 Million Over Counterfeit Sales

The European Commission has levied a €550 million fine against AliExpress for systemic shortcomings in preventing the sale of counterfeit goods bearing registered trademarks. The decision marks a shift toward holding online marketplaces accountable for platform-wide enforcement rather than individual listings.

Regulators found that AliExpress failed to adequately monitor sellers, implement effective algorithmic recommendations that avoid promoting infringing products, and respond promptly to takedown notices from brand owners. The fine quantifies losses tied to reputation harm and lost sales across multiple trademark categories.

Brand owners welcomed the ruling as establishing clearer expectations for seller vetting and risk mitigation on large e-commerce sites. The decision does not require proof of every individual counterfeit transaction but focuses on structural compliance failures.

AliExpress has indicated it will appeal the penalty while continuing to enhance its intellectual property protection tools. The outcome is expected to influence similar enforcement actions against other platforms operating in the EU single market.

Sources: https://www.worldtrademarkreview.com/news-and-analysis https://www.worldtrademarkreview.com/article/europes-biggest-trademark-decisions-of-the-year-and-two-watch-in-2026