After being criticized for not acting on complaints about fake goods listing, the Chinese e-commerce giant has finally upgraded its procedures to ensure that such complaints are addressed in a maximum of three working days.

Alibaba Group Holding Ltd, an e-commerce website that is doing very well in the market has been drawing unnecessary attention in the last few days, due to its inability to streamline fake goods procedures. The world's largest online marketplace has been under constant criticism after they failed to remove the problematic listings from the portal.

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According to Wall Street Journal, the Chinese company has finally revamped its fake goods procedures. With the new rules in place, global brands that have been flagging the fake goods on Alibaba's portals will now have their complaints addressed in a period of one to three working days. Previously, when the portal received a complaint about a fake listing, it took them five to seven days to address the issue.

Explaining the issue, Consumerist claims that Alibaba's Taobao marketplace is quite huge and popular in China, just like Ebay is to America. As for the process, any user can register on their website and just start selling their goods almost instantly; however, if the goods being sold are fake, it is not up to Alibaba to stop the sale. Instead, the brand owners or a customer has to flag the listing and notify the portal.

With the new program in place, companies listed under it will be given a dedicated representative to take care of their complaints in order to ensure quick and efficient solutions. The program has been effective since the start of April; however, it has received mixed responses as some people are saying this procedure will make it more difficult to file the complaints. The new program was promoted heavily during Alibaba's roadshow in the United States of America, this year itself.

Though counterfeit goods have been a problem on Alibaba for quite sometime, the issue has become more prominent after the e-commerce giant raised 25 million dollars from its investors in September 2014. 

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