Challenge
Temu faced mounting political pressure in the European Union, including calls for severe restrictions or an outright ban on its operations. The company was confronted with concerns over consumer protection, product safety, customs enforcement, platform accountability, and the broader political perception of Chinese e-commerce platforms in Europe.
Strategy
Alber & Geiger developed a political and regulatory defence strategy aimed at countering calls for a ban and preserving Temu’s access to the EU market. We analysed the legal and political basis for potential restrictive measures, mapped the relevant EU institutions and Member State dynamics, and advised on messaging that addressed European concerns while demonstrating Temu’s willingness to engage constructively.
Results
Temu gained a clear strategy to defend its position in the EU and respond to political demands for exclusion from the market. Alber & Geiger helped reframe the debate away from a ban and towards proportionate regulation, compliance, consumer protection, and structured engagement with European decision-makers.