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Tencent's 2024 Weixin Brand Protection Report

On May 19, 2025, Tencent published its annual Weixin Brand Protection Report, showcasing the company's continuous efforts in fighting counterfeiting and protecting intellectual property (IP). This year's report outlines how Weixin has enhanced its enforcement capabilities through innovative solutions, proactive measures, and strengthened partnerships with brand owners. These endeavors aim at mitigating the misuse of Weixin by illicit actors across both private and public features of the platform.

Weixin, a multifaceted communication service, includes private features such as messaging and group chats, as well as public functionalities like Official Accounts and Mini-Programs. With collaboration from global leading brands through its Brand Protection Platform (BPP), Weixin reinforces its value proposition in protecting brand integrity while fostering connections with consumers.

Danny Marti, Tencent's Head of Global Public Policy, expressed pride in the year's achievements, emphasizing how these advancements help brands forge strong consumer connections, ultimately contributing to an authentic digital economy.

Key Highlights from the 2024 Report

1. Community-Driven Enforcement

Weixin has set industry standards with its crowdsourced reporting system that effectively combats counterfeiting in private channels. In 2024, over 98% of takedown actions in private chats and 99.9% in group chats were initiated by user submissions. This reflects the significant role of community involvement in enforcement efforts.

2. Proactive Protection Measures

Weixin has significantly boosted its proactive measures within public features. Implementing tools like automated keyword interception and rigorous account registration, the platform blocked thousands of suspicious activities every day. Notably, in 2024, Weixin ceased operations of over 120,000 livestreaming rooms and removed 22,000 infringing videos—marking a threefold increase in proactive enforcement compared to user and brand reports combined. This demonstrates an effective front-line strategy against counterfeiting.

In response to partner feedback, Weixin introduced new reporting tools optimized for mobile use and bulk submissions, enhancing user experience. Additionally, the 'Anti-Counterfeiting Classroom' campaign equipped users to identify and report counterfeit goods effectively.

3. Expanding Offline Enforcement Capabilities

Weixin's commitment to IP protection transcends online spaces, with significant offline efforts fostered through collaborations with brands and law enforcement agencies. In 2024, Weixin participated in 29 major offline cases, indicating a 20% increase in volume, amounting to a case value of USD 300 million. The BPP now supports over 640 brands from more than 30 industries across 20 countries, up from 570 in 2023, solidifying Weixin as a dependable partner for global brands.

Advancing a Global IP Ecosystem

The 2024 Weixin BPP Report underscores Tencent's leadership as it positions intellectual property as a cornerstone for fostering innovation within digital and AI landscapes. By strategically leveraging copyrights, patents, and trademarks, Tencent emerges not only as a creativity catalyst but also as a trusted ally to global brands.

Danny Marti articulates Tencent's vision, promoting a global IP ecosystem designed to enhance collaboration among creators and support sustainable industries. Through partnerships with diverse sectors, Tencent redefines digital experiences, reinforcing that a robust IP ecosystem not only safeguards creativity but also unlocks its transformative potential.

Moreover, Tencent's broader IP strategy aligns with sustainable development, with nearly 25% of its IP portfolio geared towards the UN Sustainable Development Goals, a testament to its commitment recognized by WIPO and LexisNexis.

As Tencent prepares for the future, it not only aims to protect intellectual property but also aspires to embed sustainability in innovation, confirming that technology must work hand in hand with IP to enrich lives and create lasting value for partners and the community.

To access the complete report, visit Tencent's 2024 Weixin Brand Protection Report.