一、平台介绍

微信品牌维权平台（BPP）是将用户举报的仿冒品信息与具有鉴假能力的知识产权权利人（目前仅开放品牌权利人、出版商接入，以下简称“权利人”）有效对接的仿冒品信息打击平台，其设立目的是为了尽最大可能保障权利人的合法权益，引入微信用户、知识产权权利人和微信一起共同对仿冒品信息类侵权行为予以有力打击。

成功接入微信品牌维权平台的权利人可以获得平台推送的与其相关的仿冒品信息举报线索，权利人通过其专业的鉴别能力鉴别核实有关举报是否属实并通过微信品牌维权平台（BPP）反馈给微信，微信根据权利人的鉴定结论对涉及仿冒品信息的侵权微信账号按照平台规则予以处置，并将处置结果通知用户和权利人。

申请接入的权利人需要同时满足以下条件：

（1）为中国境内注册商标合法持有人；

（2）配备处理微信品牌维权平台相关事宜的专业团队并指定专门接口人；

（3）有在微信开展维权的必要性，即在微信上具有合法实体商品（非虚拟商品或服务）的仿冒品的打击需求。

接入微信品牌维权平台的权利人可以：

1. 获得微信用户提交的与该权利人相关的涉个人账号、视频号短视频场景的仿冒品信息举报线索；

2. 通过BPP鉴定举报线索是否涉嫌仿冒，微信根据权利人的鉴定结论及反馈对涉及发布仿冒品信息的侵权微信账号予以处置；

3. 便捷地对BPP上的举报、投诉线索进行统计及跟进；

4. 优先接入微信品牌保护关键词库，在公众号、服务号、小程序、视频号等昵称上实现品牌前置保护；

5. 可以复用BPP身份材料发起公众号、小程序侵权投诉，快速、简便维权。

二、如何接入

1、为保护权利人与用户的合法权益，腾讯需对权利人进行资质审核。权利人可以根据指引提交接入申请。

2、请按照下文的说明，准备资质审核所需材料，通过 https://www.wechatlegal.net/ 在线提交申请。

如对接入申请有任何疑问，请发送邮件至 notice_wxpbr@tencent.com 进行咨询。

3、我们将在收到线上申请后7个工作日内，对资质文件进行审核，并通过邮件告知接入申请处理结果。

三、接入需要提交的材料说明

1、主体资料，包括：

（1）品牌名称（中英文）：品牌名称将用于用户投诉端展示，请确保准确、无误；

（2）企业名称、企业类型、所在国家/地区、通讯地址、邮政编码等；

注：

（1）如果权利人授权其他机构或个人代表权利人进行维权，除了上述权利人资质文件外，还需提交被授权机构/个人的资质材料，包括营业执照，权利人出具的授权委托书（需包含明确的授权内容和授权期限）等。

（2）原则上，主体资料应与提交的商标证上展示的商标注册主体一致，如有授权情况，还应提交转授权证明。

2、接口人资料，包括：

权利人需要指派一个接口人，负责与微信品牌维权平台作直接对接，接口人须为权利人公司正式员工，需要提供：

（1）公司对合作接口人的授权委托书（需明确授权事项）；

（2）接口人个人身份证明文件或公司在职证明；

（3）接口人联系电话。

注：以上信息收集后仅用于后续沟通知识产权保护相关事宜。

 3、权利证明，包括：

（1）商标权利证明：商标注册号、商标注册书、商标注册书到期时间等。

注：申请方每提交1次申请只能针对1个品牌，因此若申请方有多个品牌欲接入品牌维权平台，建议提交多个申请。

（2）著作权证明：《出版许可证》、部分图书版权权属证明材料。

注：如为品牌权利人，则只需提交（1），如为出版商，则需要同时提交（1）和（2）。

4、其他资料，包括但不限于：

（1）联系邮箱：接口人联系邮箱，若权利人委托代理机构进行维权，则请填写接口人联系邮箱和代理联系邮箱；

（2）接入平台微信号：微信个人账号为权利人登录微信品牌维权平台唯一凭证，请填入代表权利人登录微信品牌维权平台进行鉴定等操作的人员的微信号（不超过5个），且系统中填写的微信号与下列第（4）项声明书所填微信号需一致；

（3）商标logo：商标logo将会在用户投诉端进行展示，建议权利人选择清晰、明确的商标logo；

（4）声明书：权利人要求微信进行处理的声明书。点击下载声明书模板

请下载声明书模板，填写后签字和/或加盖公章，签字/公章需和营业执照/证明材料（即商标注册人）一致。

若申请方需要提交同一主体持有的多个品牌接入申请，且授权微信号为同一个，则可将多个品牌写于同一份声明书中，简化材料。

注：

根据现行法律法规要求，任何涉外的材料，为了验证其合法性和真实性，在提交原件的同时，均需提交经当地公证机构出具的公证材料以及《取消外国公文书认证要求的公约》 （“《公约》 ”）所规定的附加证明书 （如为《公约》的缔约国） 或使领馆认证材料（如为《公约》的非缔约国）。

四、资质更新要求

权利人在微信品牌维权平台发起投诉或者鉴定是严肃的法律行为，为了保障微信品牌维权平台后台资质的可信度，以及权利人作出的鉴定通知的效力，同时也便于权利人继续使用微信提供更多的维权功能，微信品牌维权平台每2年进行1次年审，以权利人最近一次年审通过/入驻微信品牌维权平台的日期为基准，满24个月后启动新一轮年审，符合年审条件的权利人应在有效期内提交相应的接入材料。

五、常见问题

可查阅“微信品牌维权平台接入常见问题”

I Platform Introduction

Weixin Brand Protection Platform (BPP) is an anti-counterfeiting platform that matches user reports of counterfeit goods with qualified IP Right holder (currently limited to brand owners and publishers, hereafter referred to as “Right Holder”). BPP aims to safeguard Right Holder’s lawful interests by connecting Weixin users, Right Holder, and the Weixin platform to combat counterfeit information in a concerted manner.

Right Holder successfully onboarded to the BPP will receive platform-delivered leads relevant to their IP rights. Leveraging their professional anti-counterfeiting expertise, they verify each submission and return their findings to Weixin via the BPP. Weixin then takes action—under its platform rules—against the infringing accounts posting counterfeit information, and notifies both the reporting user and the Right Holder of the enforcement outcome.

To apply for access, a Right Holder must satisfy the following requirements:

1. Be the lawful owner of a registered trademark in Chinese Mainland;

2. Maintain a dedicated team to handle Weixin BPP matters and designate a single point of contact; and

3. Demonstrate a genuine need to enforce IP rights on Weixin, i.e., a need to combat counterfeit physical goods (rather than virtual goods or services) sold on Weixin.

Once admitted to the BPP, the Right Holder can:

1. Receive user-submitted leads concerning counterfeit goods that infringe their IP rights, specifically on personal accounts and short videos on the Weixin Channels feature.

2. Use the BPP to examine each lead and determine whether it involves counterfeits; Weixin will then act against the infringing accounts based on the Right Holder’s findings and feedback.

3. Conveniently track, manage, and generate statistics on all reports and complaints handled through the BPP.

4. Gain priority access to the Brand Protection Keyword Database, enabling preemptive protection of their IP at the account-name level of Official Accounts, Service Accounts, Mini Programs and Channels.

5. Reuse the identification documents that have been submitted to the BPP when filing infringement complaints against Official Accounts or Mini Programs, streamlining and accelerating the rights-protection process.

II How to Join

1.To safeguard the legitimate rights and interests of both the Right Holder and users, Tencent must verify each Right Holder’s qualifications. The Right Holder may follow Weixin’s guidelines to submit an application for access.

2.Please prepare the documents required for qualification review as described below and submit your application online at https://www.weixinlegal.net/ .

If you have any questions about the application process, please email notice_wxpbr@tencent.com.

3.We will review the submitted documents within seven (7) business days of receiving the online application and will notify you of the review outcome via email.

III Requirements of the Access Materials to be Submitted

1. Entity Information

(1) Brand name (Chinese and English): This will be displayed on the user reporting interface. Please ensure it is accurate.

(2) Company name, company type, country/region, mailing address, ZIP/postal code, etc.

Note:

· If the Right Holder authorizes another organization or individual to act on its behalf, in addition to the Right Holder’s own identification documents, you must also submit the authorized party’s qualification documents (business license, power of attorney issued by the Right Holder specifying the scope and term of authorization, etc.).

· In principle, the entity information must match the registrant shown on the trademark certificate. If there are licensing arrangements, please provide the proof of the license.

2. Designated Contact Information

The Right Holder must appoint one regular employee as the designated contact person with the BPP, and provide:

(1) A company power of attorney for the contact person (clearly stating the authorized responsibilities).

(2) The contact person’s personal ID or proof of employment issued by the company.

(3) The contact person’s phone number.

Note: All information collected will be used solely for communications related to IP protection.

3. Proof of Rights

(1) Proof of trademark rights: trademark registration number, trademark certificate, and expiry date.

Note: Each application can cover only one brand or copyright work. If you have multiple brands or copyright works to onboard, you will have to submit separate applications.

(2) Proof of copyright (for publishers): publication license and any other documents establishing copyright ownership in published books.

Note: Brand owners only need to provide item (1); publishers must provide both items (1) and (2).

4. Additional Materials (non-exhaustive)

(1) Contact email: the designated contact’s email. If an agency is engaged, provide both the contact’s email and the agency’s email.

(2) Weixin account(s) for BPP access: provide up to five Weixin personal accounts that will be used to log in to the BPP to submit verifications and take other actions. The accounts provided here must match those listed in the Statement specified in item (4) below.

(3) Trademark logo: will be displayed on the user reporting interface. Please provide a clear, unambiguous logo.

(4) Statement: A statement requesting Weixin to take action. Click to download the template. Complete, sign, and/or affix the company seal; the signature/seal must match the Right Holder listed on the trademark certificate you submitted.

· If the same entity is applying for multiple brands using the same Weixin account(s), you may list all brands on a single Statement.

Note: Pursuant to applicable laws and regulations, any foreign-issued documents must be accompanied by a notarized copy from the local notary authority and either (a) an apostille under the Convention Abolishing the Requirement of Legalisation for Foreign Public Documents (if the issuing country is a party to the Convention) or (b) consular legalization (if the issuing country is not a party to the Convention).

IV. Qualification Renewal

Filing complaints or verifications on the BPP is a serious legal act. To maintain the credibility of backend records and the legal effect of the Right Holder’s determinations, and to ensure continued access to Weixin’s IP protection features, BPP conducts a review every two years. The review cycle begins 24 months after the date of the most recent successful onboarding or last review. Eligible Right Holder must submit the required documents before the expiry date.

V. FAQ

Please refer to the Weixin BPP FAQ page.