As Andrey Krichevsky noted, the largest marketplaces are actively

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Member of the RSPP Board, Chairman of the RSPP Committee on Intellectual Property and Creative Industries Andrey Krichevsky, during his speech at the scientific and practical conference "Marketplaces without counterfeit: myth or reality?" named two approaches to brand protection that need to be combined: "Firstly, to develop cameroon phone number list technological means of brand authentication and protection, and secondly, to lobby public and legislative initiatives prepared with the participation of interested businesses."

implementing technologies that minimize the presence of counterfeits. Thus, Amazon invested $900 million in such solutions in 2021, hiring 12 thousand specialists in the field of machine learning. They developed tools that allow them to quite successfully protect the platform's clients, brands, and partners. As a result, they managed to prevent 2.5 million attempts to create fraudulent accounts. It is claimed that since then, not a single unit of "left" goods has been posted on the marketplace. In Russia, marketplaces exchange data on violators and block their access to the sites. In fact, a register of "black sellers" is being created.

Even more promising for authentication and brand protection is the distributed ledger technology (block chain). It is used by Coca-Cola and Unilever. "Blockchain solutions allow identifying all counterfeit goods, including those that can be removed from the supply chain for subsequent sale on platforms, since all transactions are registered," - this is the result given by Alexander Krichevsky.