E-COMMERCE AND COUNTERFEIT CIRCULATION: RISKS TO PUBLIC SAFETY AND WAYS OF LEGAL PROTECTION
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https://orcid.org/0009-0002-6473-2027
Abstract
In the context of the rapid growth of e-commerce, the circulation of counterfeit products on digital trading platforms is becoming one of the most acute threats to public safety and the stability of the legal market. The relevance of this study is due to new challenges arising at the intersection of innovative trading technologies and illegal practices of distributing goods in violation of intellectual property rights. The problem is aggravated by the high level of anonymity and mobility of sellers, difficulties in identifying participants and the peculiarities of cross-border transactions, which threatens the economic interests of the state, legal businesses and consumer safety. The purpose of the work is a comprehensive analysis of the factors contributing to the spread of counterfeit goods in e-commerce, identifying the main risks for various interest groups and determining effective mechanisms of legal protection. The study is based on an interdisciplinary approach, including an analysis of current legislation, judicial and administrative practice, as well as modern digital and organizational countermeasures. The methods of comparative legal analysis, case studies, and elements of an expert survey were used to assess the scale and specifics of the problem. The main results are related to identifying the key reasons for the inefficiency of existing legal and technical mechanisms for monitoring the circulation of counterfeit products on marketplaces. The most effective measures proposed include modernizing seller identification procedures, increasing platform liability, introducing Trace & Track technologies and mandatory digital labeling of goods, as well as developing self-regulation systems and information exchange between the state, business, and copyright holders. The scientific novelty of the work lies in the comprehensive characteristics of the digital environment as a special object of legal regulation, in integrating foreign and Russian experience, and in proposing systemic measures to balance the interests of market participants without excessive government intervention. The practical significance is manifested in the possibility of applying the findings and recommendations in the development of regulations, improving the corporate policies of Internet platforms, and forming educational programs for consumers.
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