How NOT to Press Release

A case study in narrative omission, courtesy of Temu and the IACC

Today, my Google Alert for Temu turned up something unexpected:
Temu has joined the International Anti-Counterfeiting Coalition (IACC), an organization I know well from my time at Alibaba.

Let’s talk about how not to press release—especially when you’re joining a cross-sector coalition.

For starters:

to press release (verb, informal)

/too pres rəˈlēs/

1.⁠ ⁠To issue a public announcement crafted to highlight selective truths, gloss over inconvenient facts, or subtly reposition a narrative in one’s favor.

2.⁠ ⁠To reframe a shared event so that your role sounds central, even if it wasn’t.

Example: “Rather than embrace the spirit of collaboration, the company chose to press release its own version of the story.”

The Context

In 2014, Alibaba became the first e-commerce platform to sign the MarketSafe MOU with the IACC—a first-of-its-kind agreement that established a framework that has since become a global model for IP protection. During my time at Alibaba, I worked on various aspects of communications related to IPR, so I’m familiar with IACC in this context. Alibaba’s IP enforcement efforts were complex, cross-functional, and cross-border, and in many cases, precedent-setting.

So when I saw that Temu has partnered with the same organization, I naturally clicked through to read the press release.

Then I read IACC’s version.
Then Temu’s again.

Let’s just say… there’s a reason this post is titled How NOT to Press Release.

Act I: One coalition, two narratives

The IACC’s official release announcing its new Marketplace Advisory Council (MAC) opens like this:

“In an unprecedented show of unity, some of the world's most influential companies, spanning e-commerce, payments, and global brands, have come together under the leadership of the International AntiCounterfeiting Coalition (IACC) to confront one of the most pressing challenges of the digital age: ensuring a safe, trusted, and counterfeit-free online marketplace.

Today in San Diego, the IACC proudly launched its Marketplace Advisory Council (MAC) - a groundbreaking forum that sets a new standard for cross-industry collaboration in the fight against fakes.”The release then went on to name the list of participants—in full.

“MAC unites a distinguished group of participants, including Alibaba Group,Amazon, DHGate, eBay, Meta, Mercado Libre, Shopee, and Temu, alongside payment partners Mastercard, PayPal, and Visa. Global brands participating in the initiative include Calvin Klein, Ford, Motion Picture Association, Adidas, Merck, Chanel, Colgate-Palmolive, Tenneco, Disney, ESA, Estée Lauder, Apple, John Deere, Burberry, Johnson & Johnson, Levi Strauss & Co., Nike, the Recording Industry Association of America (RIAA), and Zimmermann.”

The keyword here is unity. The value of MAC is its breadth—bringing together e-commerce giants, payment providers, and global brands under one roof to share knowledge and set standards.

That’s what makes this initiative meaningful. Building a coalition that spans competitors and sectors isn’t easy, but it’s powerful when it works.

Now, here’s how Temu’s version of the press release—sent a week later than IACC’s— describes MAC membership:

“In addition to Temu, other members of the IACC MAC include e-commerce platforms Amazon and eBay; payments providers Mastercard, PayPal, and Visa; as well as global brands such as Apple, Chanel, Colgate-Palmolive, Disney, Ford, Johnson & Johnson, and Nike.”

No mention of Alibaba—even though Alibaba and IACC have partnered for over a decade.
No mention of DHGate—recently often in the news for direct-from-factory models in a post-tariff environment. Both names are included in IACC’s release.

Also why is Bob much happier than Temu’s Lead? And why isn’t her quote included in the release? And instead the Temu’s spokesperson’s quote? And her Linkedin is so not updated. In her IACC Bio she’s a senior attorney—not lead? I have all the questions.

Instead of offering the full picture, Temu’s press release reshapes the story to one where certain players—especially its Chinese peers—don’t exist. The release is worded it in such as way because Temu wanted to be mentioned in the same breath as globally recognized “e-commerce platforms” Amazon and eBay - while not making room for their 老大哥.

Temu and Alibaba are not just fellow Chinese platforms—they’re fierce rivals. In 2024, PDD Holdings surpassed Alibaba in market capitalization, becoming China’s most valuable e-commerce company—a shift driven by PDD’s value-for-money positioning and the explosive growth overseas. While Alibaba remains a major player, the rivalry has only intensified in 2025, making Temu’s decision to exclude Alibaba look less like an oversight, and more like a strategic slight.

Act II: Sending Wrong Signals

The IACC MarketSafe® Program, created by the IACC and Alibaba, is widely regarded as one of the most effective public–private partnerships in global IP enforcement. For many SMEs, MarketSafe is the reason they even have a viable path to enforcement on Alibaba’s platforms. It also served as the original blueprint for what coalition-driven enforcement can look like. New initiatives—such as the Marketplace Advisory Council (MAC)—are proof that this kind of collaboration can continue to evolve.

So, removing Alibaba from a press release about unified collaboration against counterfeiting isn’t a formatting error. It’s one that reframes the shared story IACC would want to tell to cement its role as the convener.

Press releases about multistakeholder coalitions are not just comms exercises. They’re public signals about who is at the table and what each participant contributes. When one party rewrites the cast list, it undermines the very collaboration the initiative is meant to promote.

Act III: Transparency, Edited Out

Adding to the confusion: Temu’s release includes a quote from Bob Barchiesi, President of the IACC:

“We’re pleased to welcome Temu as an inaugural member of the Marketplace Advisory Council and as a key partner in our shared fight against counterfeiting. This MoU reflects a meaningful step forward in our collaboration, grounded in transparency, accountability, and a joint commitment to consumer protection.”

The irony is hard to miss. The stated values—transparency, accountability, collaboration—are undermined by selective storytelling.

If you’re trying to build a long-term relationship in a multilateral initiative—especially one based on trust and public interest—it’s probably not a good idea to ask the coalition president for a quote while omitting long-standing partners like Alibaba and DHGate in the very same document.

Final point

Being associated with IACC is a significant move. Initiatives like MAC are strong because of their inclusivity and shared purpose. When one party uses a press release to elevate itself while downplaying the contributions of others, it sends the wrong message—not just to the public but also to fellow coalition members.

It’s ultimately about credibility and trust.

And if your strategy is to rewrite the story to make yourself the main character,
don’t be surprised when others start questioning whether you belong at the table at all.