The biggest luxury group and Google to work together to fight the sale of counterfeit luxury goods online

LVMH and Google join forces to fight fakes and commit to innovate for a more engaging Internet.

In a joint effort to develop new ways of engaging consumers online, LVMH luxury group and Internet search engine Google have agreed to work together to fight the sale of counterfeit luxury goods online. This agreement ends 10 years of litigation over complaints by LVMH. Google was accused to allow advertisers to be involved in illicit activities. The Google Adwords keywords service helped counterfeiters sell their products on the back of LVMH brands.

Both parties commit to further enhance their current extensive resources to tackle the advertising and sale of counterfeit goods online.

This agreement brings to an end Louis Vuitton and Google’s legal dispute. According to the joint statement, both companies “look forward to focusing on opportunities to innovate and enhance the digital experience of their customers”.

“Today’s LVMH-Google agreement paves the way for greater cooperation towards a safer and more engaging digital environment, brands will be protected both online and offline. This agreement is a clear illustration of the responsible approach being taken by the different actors in the digital value chain. This cooperation will clearly benefit citizens and businesses alike,” said Pierre Godé, Vice-President at LVMH.

“We are very happy to reach this agreement with LVMH and to work together to tackle the advertising of counterfeit goods online and preserve the value of trusted brands,” said Carlo D’Asaro Biondo, President of Southern & Eastern Europe, Middle East and Africa Operations, Google. “It is extremely important to build a safe environment for our customers and partners and we’ll continue to work tirelessly to keep them protected online. We are looking forward to engaging with LVMH, one of the world’s leading luxury brands, through our engineering, product and sales teams,” concluded Carlo D’Asaro Biondo.