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  • COMBATING COUNTERFEITS ON THE GLOBAL FRONT:

    BEST PRACTICES

    Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA IP Attorneys, India

    Philip Yu, DuPont China Moderator: Monica Riva Talley, Sterne, Kessler, Goldstein & Fox, PLLC

    I P O A N N U A L M E E T I N G N E W Y O R K

  • INTRODUCTION

    Ø  Counterfeiting Defined: §  Imitation products, with or without brand name. §  Grey market, diversion. §  Use of brands to attract clicks/sales.

    2

  • Ø  Overview of Panel §  Elisabeth Bradley, Bristol-Myers Squibb Company §  Aslam Mohamed, RNA IP Attorneys, India §  Philip Yu, DuPont China §  Moderator: Monica Riva Talley, Sterne, Kessler, Goldstein &

    Fox, PLLC

    3

    INTRODUCTION

  • Ø  Goals of session: §  Share best practices. §  Explore jurisdictional differences, enforcement options. §  Help companies initiate, or enhance, anti-counterfeiting

    efforts.

    §  Tips and takeaways.

    4

    INTRODUCTION

  • BRISTOL-MYERS SQUIBB’S PROGRAM

    Ø  Targeted online program; partner with vendor. Ø  Modules: Websites, Marketplaces, Social media. Ø  74% compliance rate overall. Ø  Remainder: Corp Security involvement; authorities.

    5

  • ENFORCEMENT EXAMPLE – WEBSITE MODULE

    6

  • Corporate Security - BMS Internal

    •  First Detect Date: 05/12/2016 •  First Enforced Date: 05/12/2016 •  Compliant Date: 05/26/2016 •  Page offered Daklinza for sale, along

    with contact information

    •  Facebook removed the entire page due to enforcement efforts

    •  h#ps://www.facebook.com/profile.php? id=923342401118296

    ENFORCEMENT EXAMPLE – SOCIAL MEDIA

  • DUPONT

    8

    Ø  Much of the global counterfeiting could be traced back to just a few countries.

    Ø  Multi-pronged enforcement in China. Ø  Cross-border collaboration. Ø  Driven by the Business Units as the stakeholders.

  • DUPONT – MULTI-PRONGED ENFORCEMENT

    9

    Ø  “Boots-on-the-Ground”– track down illegal manufacturers, formulators and traders, by collaborating with local police (PSB) and other administrative agencies (AIC).

    Ø  Regulatory agencies – agricultural, health & safety, quality, consumer protection etc.

    Ø  Customs – recordation and training at various customs sites. Ø  Online – monitor e-commerce en mass. Ø  Legal/IP team, BP team of the Business, Corp Security + external

    PI firms.

  • DUPONT ENFORCEMENT EXAMPLES – POLICE

    10

  • DUPONT ENFORCEMENT EXAMPLES– CUSTOMS

    11

  • DUPONT EXAMPLES– ADMIN ACTION

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  • RNA IP ATTORNEYS

    §  Global Retail eMarketer 24 trillion §  Internet eMarketer 1.6 trillion §  ICC BASCAP Fake Market 1.7 trillion §  SIPRI World Military Spend 1.6 trillion §  India GDP 2.2 trillion §  2.5 million legitimate jobs at risk each year. §  China World Leader in Fakes. §  India hub for fake medicines (Washington Post).

    13

  • RNA IP ATTORNEYS

    Ø  Physical Markets §  Auto Parts. §  Drugs. §  Movies & Music. §  Electronic & Software. §  Books. §  Apparel & Footwear.

    14

  • RNA IP ATTORNEYS

    Ø  Online Markets §  Legal Fakes : Jack Ma “Same Quality Different Brand”. §  Drugs: Of 8,000 websites most offer counterfeits (NABP). §  Small Pack Deliveries : Evades enforcement.

    15

  • RNA IP ATTORNEYS

    Ø  Indian counterfeit drug market: §  Largest manufacturer of generic drugs globally. §  2nd largest exporter of OTC and Prescription to US. §  3rd largest pharmaceutical drug producer by volume.

    16

  • RNA IP ATTORNEYS

    Ø  WHO finds 1 in 5 drugs made in India are fakes. In New Delhi pharmacies 12 percent of sampled drugs were spurious. Main Issues:

    §  Safety lapses. §  Falsified drug test results. §  Generic versions of Accutane, Neurontin and Cipro faked. §  GNC, Target, Walgreens and Wal-Mart received fake herbals.

    17

  • criminal action

    complaint before Magistrate u/s 156(3) direct through police, DCP, ACP

    directions to investigate search & seizure warrants issued

    follow up with police and TMO for Sec. 115 approval

    Raids Arrest FIR

    18

  • Ø  Despite the stalemate on OCR 2015, India: §  established the High Level Working Group on Intellectual

    Property under the auspices of the United States-India Trade Policy Forum.

    §  embarked on a thorough review of its IPR regime to produce a National IPR Policy.

    The National IPR Policy was adopted in May 2016.

    COUNTERFEIT COMBAT– INDIAN POLICY INITIATIVES

    19

  • PACKING COUNTERFEITS COLLECTING MATERIALS

    20

  • PACKING COUNTERFEITS READY TO GO

    21

  • MANUFACTURING COUNTERFEITS COLLECTING THE OIL

    22

  • MANUFACTURING COUNTERFEITS FILLING ORIGINAL CANS

    23

  • STERNE, KESSLER, GOLDSTEIN & FOX P.L.L.C.

    Ø  Brand protection across industries. Ø  Some current projects– multimedia products, musical

    instruments, medical implants.

    Ø  Enforcement – online, boots-on-the-ground, law enforcement, litigation, ITC.

    Ø  Business solutions – brand protection strategies, consumer education, retailer solutions, certification programs.

    24

  • 25

    STERNE, KESSLER, GOLDSTEIN & FOX P.L.L.C.

  • MAKING THE CASE

    Ø Investigate the risk; how serious is it? Ø Gather data and articulate risk. Ø  Getting funding. Ø  Get to the root.

    26

  • MANAGING BRAND PROTECTION PROGRAMS

    Ø  Where does it sit within your company? Ø  Who manages? Ø  How do you work internally? Cross-functional?

    27

  • LEVERAGING BRAND PROTECTION PROGRAMS

    Ø  Use of technology. Ø  External partners. Ø  Working with Law Enforcement.

    28

  • PRIORITIZING EFFORTS

    Ø  Managing volume. Ø  Strain on resources.

    Ø  Assess program goals.

    29

  • TAKEAWAYS

    Ø  Cross-functional coordination critical. Ø  Building good external relationships also critical. Ø  Consider partnering among your industry.

    Ø  Dedicate proper resources; prepare for long fight.

    30

  • MEASURING SUCCESS

    Ø  Set appropriate program goals. Ø  Demonstrate ROI.

    31

  • ….IS IT THE END?

    RESULTS ….

  • THANK YOU!

    Contact Info

    §  Elisabeth Bradley, Elisabeth.Bradley@bms.com, +1 (609) 252-4457

    §  Aslam Mohamed, aslam@rnaip.com +91 (44) 42147426 §  Philip K. Yu philip.k.yu@dupont.com, +86 (21) 3862-2776 §  Monica Riva Talley, mtalley@skgf.com, +1 (202) 772-8688

    33

    QUESTIONS? DISCUSSION?