The rights holder sends the platform a notice containing proof of the right, the infringing links and preliminary evidence of infringement. The platform must promptly take the necessary measures — deletion, blocking, or disabling the link — and pass the notice to the seller complained of. That seller may serve a counter-notice asserting that there is no infringement; once the platform passes the counter-notice to the rights holder, the platform must end the measures it has taken if the rights holder does not file a complaint or bring an action within 15 days.
Two points matter in practice. First, the quality of the notice determines how quickly it is dealt with. A patent complaint will usually need a Patent Right Evaluation Report or an infringement comparison, and incomplete proof of the right is the leading reason complaints are rejected. Second, a wrongful notice carries liability: harm caused by a wrongful notice gives rise to civil liability, and a notice given in bad faith carries double damages. Assess how robust the right is, and complete the infringement comparison, before sending complaints in bulk.
