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Christmas counterfeits – How did you fare? (Brands & IP Newsnotes - issue 4)

08 February 2017

At the end of 2016 the OECD/EUIPO released research suggesting that the total trade in counterfeit and pirated products in the EU amounted to as much as 85 billion Euros in 2013. Luxury goods are top of the list and firmly in the sights of counterfeiters for Christmas. So what was done to tackle the problem for Christmas 2016?

Recognising that reducing the impact of counterfeiting does not just lie with brand owners, the UKIPO issued a short animated film on the dangers of purchasing counterfeit goods. The film highlighted the issues with counterfeit goods and explained why consumers should think beyond the perceived bargain of a cheaper product. Police and Trading Standards worked together in Manchester to raid locations where counterfeit goods were held, seizing over £2million worth of counterfeit goods.

And Amazon announced new initiatives for combatting the fakes. It launched “Brand Central” which is aimed at helping sellers prevent others from copying their products and peddling fakes. Reports suggest it also spoke directly to Chinese manufactures to tackle the issue head on. While welcome, some may say such initiatives were well
overdue. Amazon has previously come under fire from brand owners claiming products sold on the platform are in fact fake. It is of course still a difficult issue to tackle but 2017
could make its mark in the continued battle against the counterfeiters if more interested parties take positive action like that described above. With developing block chain  technologies and artificial intelligence also on the horizon, the balance may be about to tip in the brand owners’ favour.

This article was first published in the Brands & IP newsnotes publication - issue 4

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