AI-powered brand protection software causes itch.io domain takedown
BrandShield's AI-powered brand protection software, deployed by Funko, filed phishing reports that caused itch.io's domain to be temporarily disabled. The domain registrar took the site offline without reviewing itch.io's response, though BrandShield maintained the AI had correctly identified infringing trademark content.
What happened
BrandShield, an AI-powered brand protection software used by Funko, filed phishing and fraud reports against itch.io to the site's domain registrar iWantMyName and hosting provider.
The domain registrar disabled itch.io's domain without reviewing itch.io's response to the report, taking the site offline temporarily. BrandShield claimed the AI correctly identified infringing Funko intellectual property on the site, but itch.io characterized the phishing report as bogus.
Reported impact
Itch.io, a platform where indie game developers can self-publish and set their own revenue share with the platform, was taken offline temporarily until the company contacted its domain registrar.
Index analysis
BrandShield used automated AI technology to identify unauthorized use of the Funko trademark and escalated the matter through phishing and fraud reports rather than the standard DMCA process, which would have allowed itch.io to review and remove content without losing domain access.
Governance controls
BrandShield's aggressive reporting tactic bypassed standard intellectual property dispute procedures. After the incident, BrandShield requested Gizmodo remove the word 'trash' from its article as defamatory, and Itch.io's employee clarified that Funko was likely not the malicious actor.
Classification
Sources and evidence
Sources not yet published
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