The Philippines is stepping up efforts to curb counterfeit trade with plans to establish a help desk inside Greenhills Shopping Center, a retail hub long flagged internationally for intellectual property violations.
The initiative follows the decision of the Office of the United States Trade Representative to retain Greenhills in its 2025 Notorious Markets List, an annual report identifying physical and online marketplaces perceived to facilitate the sale of counterfeit goods and pirated content worldwide.
Nathaniel Arevalo said the planned help desk will be staffed by personnel from agencies under the National Committee on Intellectual Property Rights (NCIPR) and will combine enforcement with vendor education.
“The NCIPR Help Desk will serve not only as a frontline for enforcement actions; it will also be a point of guidance for tenants to explain the law and the risks of selling counterfeit goods,” Arevalo said in a statement.
He added the facility will provide information and assistance to traders, helping them shift “away from selling counterfeit goods toward a legitimate and more sustainable business model.”
In its report released March 3, the USTR described Greenhills as a major shopping complex in Metro Manila where counterfeit electronics, perfumes, watches, shoes and fashion items have allegedly been sold. However, the report also noted ongoing enforcement actions and reforms aimed at improving compliance.
Authorities have carried out raids in coordination with brand owners, while mall management has implemented a “three-strike rule” that can lead to the suspension or blacklisting of vendors caught selling counterfeit products.
Nearly 300 stalls were removed over the past year due to violations, according to authorities.
Arevalo said the NCIPR intends to maintain a long-term presence in the mall, supporting its transition into a legitimate retail hub known for quality and consumer trust.
