马来西亚知识产权局联合 Shopee、TikTok Shop 开展网红直播商标侵权专项整治，查处多名本地生活网红无授权售卖梅西球星周边案件。网红在直播间置顶 MESSI 商标、10 号球衣图形，带货球衣、水杯、背包等文创产品，未获得梅西 IP 官方商用许可。
品牌方提起民事诉讼，法院认定网红商用球星注册商标构成商标侵权，判令网红下架全部侵权商品，赔偿品牌 18 万马币，同时对直播间长期限流、限制商品上架权限。
当地知产律师表示，东南亚直播电商 IP 侵权监管持续收紧，体育明星、影视 IP、动漫形象商标在马来西亚、印尼、泰国均受严格保护，本地网红、跨境带货达人不可随意商用。
The Malaysian Intellectual Property Department, in conjunction with Shopee and TikTok Shop, launched a special campaign to crack down on trademark infringement by online influencers, investigating and prosecuting several local influencers for selling Messi merchandise without authorization. These influencers prominently featured the MESSI trademark and a graphic of the number 10 jersey in their live streams, promoting jerseys, water bottles, backpacks, and other cultural and creative products without official commercial permission from the Messi IP.
The brand filed a civil lawsuit, and the court ruled that the influencers' use of the football star's registered trademark constituted trademark infringement. The court ordered the influencers to remove all infringing products, pay the brand RM180,000 in damages, and imposed long-term traffic restrictions and limitations on product listings for their live streams.
Local intellectual property lawyers stated that regulations on IP infringement in Southeast Asian live-streaming e-commerce are becoming increasingly stringent. Trademarks of sports stars, film and television IPs, and animation characters are strictly protected in Malaysia, Indonesia, and Thailand, and local influencers and cross-border e-commerce sellers cannot use them for commercial purposes without authorization.