The control of cards on marketplaces is moving from voluntary initiatives of the sites to a mandatory state procedure. Previously, verifying the authenticity of the product and the legality of the seller was a matter for the platforms themselves — now there is a single standard linked to state registries.
The mechanism is simple on paper and time-consuming in practice: the platform compares data about the seller, the owner of the pick-up point and the product itself with 12 government systems. If a discrepancy is found, the card is blocked until the problem is fixed.
A separate and perhaps the most practical element of the new rules is the mechanism for verifying trademark rights. Copyright holders and those who legally use someone else's trademark under license will be able to confirm this through the state registry. After successful verification, an image of the trademark itself will appear in the product card — a visual confirmation of legality for the buyer.
For cards already posted on the sites before October 1, there is a transition period of 180 days. This is not a delay for "thinking later" — this is a specific period for which you need to collect the trademark documents if they are not yet available, or confirm the status through the registry if the documents are already in hand.
Sellers who sell branded goods through parallel imports should start now, not in September. Verification through 12 government systems involves automated reconciliation, and any inconsistency in documents that previously went unnoticed will now be detected by the system without human intervention.
The owners of pick-up points should also pay attention to the new rules: they will be checked on an equal basis with sellers, and the status of PVZ is now directly linked to state registers.
