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Photo = Naver |
[Alpha Biz= Reporter Kim Jisun] Naver has filtered out 9 out of 10 counterfeit products over the past three years through its counterfeit detection system.
The company has implemented a three-step response system to prevent the distribution of counterfeit goods and strengthened its monitoring, particularly for products like children's items and household chemicals. It also enhanced its algorithms to detect abnormal trading activities, such as direct transactions outside of the platform. Through its three-step system—registration, explanation, and verification/operation—Naver blocks around 1,000 counterfeit-selling stores per month, maintaining a 90% pre-detection rate.
In particular, Naver has tightened policies by filtering out sellers with a history of counterfeit sales during the Smart Store registration process. It also raised the verification standards for fake documentation submitted during the explanation stage after counterfeit detection. Naver continues to collaborate with specialized partners and government agencies during the verification and operation stages to authenticate genuine products. Naver has been actively participating in the Korean Intellectual Property Office's "Counterfeit Goods Distribution Prevention Council" for the past decade, focusing on blocking counterfeit goods and preventing consumer harm through self-regulation.
In addition, Naver has strengthened its technical measures to protect buyers from phishing schemes, such as cash transactions or redirections to external sites. By improving its phishing detection algorithms and enhancing its Fraud Detection System (FDS), the number of direct transaction-related fraud reports has dropped by more than 80% since January.
AlphaBIZ Kim Jisun(stockmk2020@alphabiz.co.kr)
