Trademark Protection in E-Commerce

Marlenny Fernanda Zevallos Labrin is a Licensed Attorney and LL.M. Candidate at Tsinghua University, specializing in the intersection of Intellectual Property, Digital Commerce, and Regulatory Affairs. With a career spanning more than a decade, she served as a scholarship recipient at the General Secretariat of the Andean Community, where she coordinated regional IP research for Bolivia, Colombia, Ecuador, and Peru. Her expertise in non-traditional trademarks was recognized with "Outstanding Honors" for her thesis on olfactory marks, which also won third place in a national interuniversity competition. Marlenny has a robust background in the private sector as a Senior Attorney for international IP firms and pharmaceutical corporations, as well as in the public sector, where she drafted key municipal ordinances for business licensing in Lima. An active legal researcher, she has published work on Public-Private Partnerships, Smart Contracts, and the strategic benefits of sensory marks. Her current research addresses the procedural complexities of China’s 2018 E-Commerce Law, proposing a "Third Way" for trademark enforcement. This model seeks to move beyond the current "delete-first" practice by harmonizing effective brand protection with due process, ensuring that notice-and-takedown mechanisms do not create unintended barriers for legitimate sellers or innovative digital marketplaces