Kiwi creatives are well aware that e-commerce giant Temu looms over them. Tales of New Zealand artists’ work being duplicated and sold on the mega online shopping site are a dime a dozen. In March, RNZ reported that Giselle Clarkson’s iconic “Fish Species of New Zealand” poster was advertised on Temu for $7.44, despite its original price of $59 at Endemic World gallery. Small Māori-owned business Oasis NZ discovered that its modified version of the Tino Rangatiratanga flag had been stolen and sold by multiple third-party vendors. Similar cases are aplenty.

Although Temu’s bargain prices make purchases all the more enticing, we must consider how they undercut small local artists and businesses. Temu advises artists to report copyright infringement cases via its complaints process and intellectual property portal.

a flag with black, white, and red horizontal sections featuring a white koru (spiral) design

Creatives Fight Back

Yet creatives continue to express how tough it can be to have infringing items removed. Although watermarks are recommended, a savvy tech wizard might be able to remove them easily. Copyright Licensing NZ suggests that artists send cease-and-desist letters, as they have helped artists in the past.

In retaliation, New Zealand’s creative industry has united. Social media communities where artists and consumers can publicly name and shame third-party vendors, as well as Temu itself, also help raise awareness and facilitate the removal of items more quickly. Considering the modern rise of artificial intelligence, dialogue around protecting artists and their rights in digital spaces is widely resonant.

A cheap knock-off print might seem like a bargain, but the real cost lies in the erosion of the local creative economy. Temu’s gross merchandise volume is projected to reach $41 billion by the end of this year. Yet the site scores low on most ethical reports, including a damning zero in an Ethical Fashion Report last year, ranking poorly on metrics such as ethical labour and overall transparency.

Concerned, ethically conscious customers should verify that they are purchasing creative works from authorised sellers. Look for the artist’s website, social media pages, and online portfolios to verify their authenticity and style. Do your due diligence: if you have doubts about a work’s realness, or if something seems too good to be true, it likely is.

Pride and Price in Tough Economic Times

The reality is that as the cost of living skyrockets, Kiwis naturally turn to more cost-effective alternatives. According to a Tearfund survey, one in four adults use the site regularly, and this statistic is only expected to rise. This necessitates online vigilance, as scams associated with the online shopping heavyweight are also increasing.

Cases include text message phishing, email scams that lead users to fake websites, and affiliate link and gift card scams, which steal your personal information, among others. And like the artists mentioned in this story, even if you’re using the official Temu app, you might be conned by dishonest vendors selling knock-off or even totally fake products because the site allows third-party sellers.

The message from New Zealand’s artists is clear: support local, shop mindfully, and stay vigilant, because behind Temu’s low prices can lie ethical shortcuts and stolen creative labour