![Page 1: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/1.jpg)
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
![Page 2: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/2.jpg)
INTRODUCTION
Ø Counterfeiting Defined:
§ Imitation products, with or without brand name.
§ Grey market, diversion.
§ Use of brands to attract clicks/sales.
2
![Page 3: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/3.jpg)
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
![Page 4: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/4.jpg)
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
![Page 5: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/5.jpg)
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
![Page 6: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/6.jpg)
ENFORCEMENT EXAMPLE – WEBSITE MODULE
6
![Page 7: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/7.jpg)
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
![Page 8: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/8.jpg)
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.
![Page 9: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/9.jpg)
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.
![Page 10: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/10.jpg)
DUPONT ENFORCEMENT EXAMPLES – POLICE
10
![Page 11: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/11.jpg)
DUPONT ENFORCEMENT EXAMPLES– CUSTOMS
11
![Page 12: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/12.jpg)
DUPONT EXAMPLES– ADMIN ACTION
12
![Page 13: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/13.jpg)
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
![Page 14: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/14.jpg)
RNA IP ATTORNEYS
Ø Physical Markets
§ Auto Parts.
§ Drugs.
§ Movies & Music.
§ Electronic & Software.
§ Books.
§ Apparel & Footwear.
14
![Page 15: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/15.jpg)
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
![Page 16: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/16.jpg)
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
![Page 17: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/17.jpg)
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
![Page 18: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/18.jpg)
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
![Page 19: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/19.jpg)
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
![Page 20: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/20.jpg)
PACKING COUNTERFEITS COLLECTING MATERIALS
20
![Page 21: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/21.jpg)
PACKING COUNTERFEITS READY TO GO
21
![Page 22: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/22.jpg)
MANUFACTURING COUNTERFEITS COLLECTING THE OIL
22
![Page 23: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/23.jpg)
MANUFACTURING COUNTERFEITS FILLING ORIGINAL CANS
23
![Page 24: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/24.jpg)
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
![Page 25: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/25.jpg)
25
STERNE, KESSLER, GOLDSTEIN & FOX P.L.L.C.
![Page 26: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/26.jpg)
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
![Page 27: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/27.jpg)
MANAGING BRAND PROTECTION PROGRAMS
Ø Where does it sit within your company?
Ø Who manages?
Ø How do you work internally? Cross-functional?
27
![Page 28: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/28.jpg)
LEVERAGING BRAND PROTECTION PROGRAMS
Ø Use of technology.
Ø External partners.
Ø Working with Law Enforcement.
28
![Page 29: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/29.jpg)
PRIORITIZING EFFORTS
Ø Managing volume.
Ø Strain on resources.
Ø Assess program goals.
29
![Page 30: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/30.jpg)
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
![Page 31: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/31.jpg)
MEASURING SUCCESS
Ø Set appropriate program goals.
Ø Demonstrate ROI.
31
![Page 32: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/32.jpg)
….IS IT THE END?
RESULTS ….
![Page 33: COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST … · COMBATING COUNTERFEITS ON THE GLOBAL FRONT: BEST PRACTICES Elisabeth Bradley, Bristol-Myers Squibb Company Aslam Mohamed, RNA](https://reader030.vdocuments.us/reader030/viewer/2022040900/5e6fed011b87bc419c6a712c/html5/thumbnails/33.jpg)
THANK YOU!
Contact Info
§ Elisabeth Bradley, [email protected], +1 (609) 252-4457
§ Aslam Mohamed, [email protected] +91 (44) 42147426
§ Philip K. Yu [email protected], +86 (21) 3862-2776
§ Monica Riva Talley, [email protected], +1 (202) 772-8688
33
QUESTIONS? DISCUSSION?