React's 2026 Strategic Plan

React's 2026 Strategic Plan with a foreword from our Managing Director, Ronald Brohm.

Foreword

We are pleased to present React’s 2026 Strategic Plan, as approved by the Supervisory Board.

Each year, we develop strategies that align with our long-term objectives and core values:

Maintaining our not-for-profit character
Leading as a pioneer in anti-counterfeiting
Building a strong, personal network of stakeholders
Raising the standards of IP enforcement

Over the past years, React’s position to achieve these objectives has strengthened significantly. We have become a Trusted Flagger, gained recognition as a collective body in EU trademark matters, and established cooperation agreements with major e-commerce platforms.

By leveraging this unique position, we deliver exceptional, wide-ranging services to our Members, underscoring our unwavering dedication to safeguarding intellectual property worldwide and driving the ambitious initiatives set for 2026.

Kind regards,

Ronald Brohm

Customs Enforcement

Goal: React promotes customs enforcement by training law enforcement, building capacity, and offering low-cost enforcement actions for rights holders.

Current Situation:

EU: Decline in customs cases due to high storage/destruction costs and inefficient e-commerce shipment procedures. Rights holders often release small consignments, which is problematic given e-commerce’s role in counterfeit trade.
Global: Customs cases are increasing; React’s efforts outside the EU are effective.

Challenges: Unfair cost burden on rights holders; lack of responsibility from transport & logistics sector; weak contractual and KYBC (Know Your Business Customer) practices.

2026 Actions:

Lobby for better legislation and fair interpretation of rules.
Take legal action to shift costs to the supply chain.
Expand customs enforcement in developing countries, focusing on Africa through webinars and in-person events.
Enhance data-sharing with customs globally via IP Enforcement Portal (IPEP).

Online Enforcement

Achievements:

Developed Ocean software for efficient online crawling.
Opened a new office in the Philippines; upgraded online intelligence units.
Gained Trusted Flagger status under DSA provisions; improved cooperation with major e-commerce platforms.

Challenges: Rogue platforms, anti-bot measures, weak KYBC vetting, and a lack of e-commerce legislation in regions like Africa.

2026 Ambitions:

Fine-tune Ocean software; introduce 'Brand Shield Portfolio'.
Build a global reserve pool of trained analysts; establish an African enforcement hub.
Develop specialized teams (Pharma, Fashion, Automotive, Electronics).
Use Trusted Flagger status for complex cases and collective legal actions.
Advocate for rubust KYBC and a 'responsible ISP scorecard'.

E-commerce Shipments

Issues: High volume of small consignments; unclear sources; outdated regulatory frameworks.

Future Outlook: Improved IT systems and legislation (e.g., Union Customs Code, PRC program in Brazil) will enhance risk analysis and cost allocation.

React's Role:

Assist platforms and customs with KYBC, bulk inspections, cost allocation, and sustainable disposal of fake goods.
Promote public-private partnerships for large-scale management of non-compliant shipments.

React Organization Overview

Size & Values: React has grown to nearly 300 staff worldwide and over 100 partners. Core values include an entrepreneurial spirit and a family-like culture, which require further professionalization.

HR Development: In 2026, React will launch AboutWork, an internal HR program to provide transparency in career paths and access to internal/external training courses

Communication Tools & Member Portal

Portal Upgrade (Early 2026):

Brand Portfolio Management & EUIPO Integration: Direct link to EUIPO for accurate trademark data.
Notifications: Flexible alert settings for cases and events.
Document Sharing: Improved options for sharing documents and videos between React and Members.

Staff Expansion & Organizational Growth

Online Enforcement: Development of a flexible remote workforce.
Intelligence Teams: Additional hires planned.
Global Account Management: Expansion to guide Members, enhance advocacy, and manage sector groups (fashion, automotive, entertainment, pharma, consumer health, tech, jewellery), with more sectors expected in 2026.
Legal Team: Significant upgrade to support Trusted Flagger work and collective cases.

Data Quality

2026 Goals: Provide customized reports and dashboards per Member and sector; share non-member-specific data with authorities to improve cooperation and customs algorithms.

Administrative & Financial

New Purchase Order System: To prevent incorrect invoicing, ensure cost control, and improve reporting.
Integration with Asia-Pacific Systems: For faster reporting and better financial visibility.

Intelligence Unit

Growth: Two new staff in early 2026; expanded presence in Africa (South Africa & Algeria).
Capabilities: Global customs tracking service used by 20+ investigators; WHOIS/ISP tracing training; profiling repeat infringers using internal databases.
Achievements: Notable enforcement successes in 2025.