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Strategic Alliance for Fair Ecommerce

The Strategic Alliance for Fair Ecommerce (SAFE) is a dedicated coalition committed to advancing the protection of intellectual property rights in ecommerce. SAFE brings together legal practitioners to develop and promote best practices for litigation involving offshore infringers that unfairly violate intellectual property rights. Our mission is to address the unique challenges of online intellectual property disputes, ensuring fair, efficient, and effective outcomes in an ever-evolving ecommerce landscape. The coalition advances thought leadership and collaboration among stakeholders to protect brand innovation and consumers. By enforcing intellectual property rights online, brands aim to shield consumers from deceptive practices, support legitimate sellers who adhere to legal standards, and foster a transparent and trustworthy online shopping environment.

The Seventh Circuit has also long recognized that “the sale of counterfeit merchandise has become endemic—perhaps pandemic” and that even when brand owners finally manage to stop one seller, that a new seller will “spring up, and would continue infringing until enjoined.”
Louis Vuitton S.A. v. Lee, 875 F.2d 584, 588 (7th Cir. 1989).
The Federal Rules of Civil Procedure “should be construed, administered, and employed by the court and the parties to secure the just, speedy, and inexpensive determination of every action and proceeding.”
Fed. R. Civ. P. 1.
"A trademark plaintiff need not disentangle revenue and profits. This rule may well result in a windfall to the trademark holder, but that is a price worth paying—a principle the Supreme Court established eighty years ago.”
Dyson Tech. Ltd. v. David 7 Store, 2025 U.S. App. LEXIS 6778, at *4 (7th Cir. Mar. 24, 2025)
“Trademark law imposes on trademark owners the duty to be pro-active and to police the relevant market for infringers.”
1 McCarthy on Trademarks and Unfair Competition § 11:91 (5th ed.).
“The trial court’s primary function is to make violations of the Lanham Act unprofitable to the infringing party.”
Otis Clapp & Son, Inc. v. Filmore Vitamin Co., 754 F.2d 738, 744 (7th Cir. 1985).
“Illinois no doubt has an interest in protecting its consumers from purchasing fraudulent merchandise.”
NBA Props. v. HANWJH, 46 F.4th 614, 627 (7th Cir. 2022)

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent a purus ac purus consequat luctus id a mi. Duis nec nisi laoreet, hendrerit leo et, ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin vestibulum tristique orci ac blandit. Morbi a nisi eget neque maximus rutrum. Aenean ligula libero, porta a ultrices sit amet, egestas vitae felis.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent a purus ac purus consequat luctus id a mi. Duis nec nisi laoreet, hendrerit leo et, ultrices velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin vestibulum tristique orci ac blandit. Morbi a nisi eget neque maximus rutrum. Aenean ligula libero, porta a ultrices sit amet, egestas vitae felis.