China-Britain Business Council and Alibaba Sign Expanded Agreement to Enhance Protections for UK brands

Hangzhou, Wednesday, 22 November 2017

The China-Britain Business Council (CBBC) and Alibaba Group, Inc. (Alibaba) have signed an agreement that builds on the two parties’ existing partnership to further enhance intellectual property (IP) rights protections for UK-based entities. The signing was witnessed by the Chief Executive of the UK Intellectual Property Office, Tim Moss and Alibaba’s Chief Platform Governance Officer, Jessie Zheng. 

The expanded agreement will increase training for SMEs, as well as larger entities, on processes for removal of IP-infringing listings, enhance pre-emptive measures to stop infringing content from appearing online, boost knowledge sharing between UK brands, the CBBC, and Alibaba and strengthen offline cross-border law enforcement cooperation.

The signing ceremony was attended by prominent British brands, including consumer goods producers Unilever, Reckitt Benckiser and GSK; household appliance manufacturer Dyson; BP, owner of Castrol engine lubricants; publishing conglomerate Pearson PLC; and also representatives from UK SMEs such as Kent Brushes and Fulton Umbrellas.

At the signing, Jeff Astle of the CBBC remarked:

“The signing of this agreement is a significant step toward enhancing protections for UK companies’ IP in China. It contains clear and ambitious commitments and CBBC is confident about the impact we will have on the healthy growth of Chinese e-commerce and what that means for international brands here.”

Tim Moss, Chief Executive Officer and Comptroller General of the UK’s Intellectual Property Office (IPO) said:

“This agreement builds on the successful collaboration between CBBC and Alibaba to reduce infringing behaviour online. It strengthens IP protection for brand owners and increases consumer confidence that their online purchases are legitimate products.” 

Speaking for Alibaba’s Chief Platform Governance Officer, Jessie Zheng said:

“Alibaba is delighted to strengthen its relationship with CBBC through this expanded agreement.  We will continue to build the trust that UK brands place in Alibaba while continuing our leadership role in IPR protection within the e-commerce industry.”

Gill Smith, Group IP Director at Dyson remarked:

“Cooperating with CBBC and Alibaba over the last three years has made it quicker and easier for us to protect Dyson’s distinctive designs. Thanks to the CBBC-Alibaba collaboration on IP, we have been able to remove more fakes from e-commerce sites than ever before. Their support makes a real difference to our ability to protect consumers from poor quality imitation products.”

The agreement builds on a three year partnership between CBBC and Alibaba, established through a September 2014 memorandum of understanding (, which has delivered some notable successes, including:

  • Supporting IP rights owners to easily remove IP infringing goods from Alibaba’s various e-commerce platforms
  • Pioneering a new cooperation model with Chinese Customs and police in tracking imported counterfeit products from abroad, winning multiple industry awards in 2016 and 2017
  • Resolving numerous difficult IP infringement cases through a quarterly CBBC-Alibaba communications meeting that is designed to address complex issues
  • A major offline enforcement action against a criminal network of fake lubricant manufacturers covering 6 provinces of China in 2015 

About the China-Britain Business Council

The China-Britain Business Council (“CBBC”) helps British and Chinese businesses and organizations work together in China, the UK and third markets around the world. With over 60 years’ experience and experts in 11 UK offices and 15 Chinese locations, operates alongside the British Chamber of Commerce in China, and are strategic partners of the British Government. Its diverse 1,000-strong membership includes some of the UK’s largest and most established companies, many of the UK’s most dynamic and innovative SMEs, as well as leading Chinese firms.

China-Britain Business Council Media Contacts

David Martin

+44 (0)20 7802 2015

About Alibaba Group

Alibaba Group’s mission is to make it easy to do business anywhere. The company aims to build the future infrastructure of commerce. It envisions that its customers will meet, work and live at Alibaba, and that it will be a company that lasts at least 102 years. 

To learn more about Alibaba’s extensive IP protection programs, please read the following stories from Alibaba’s corporate news site,

Alibaba Media Contacts 


Maja Hauke

+44 (0) 20 7 3958330


In the Americas:

Brion Tingler

+1 917 528 1992


In Asia:

Cathy Yan

+852 9012 5806