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Counterfeit goods pose a significant threat to many businesses across the globe, including small and medium-sized enterprises. The illegal trade of counterfeit goods not only harms brand reputation but also undermines consumer trust, can result in unsafe products entering the market and can lead to substantial financial losses. 

In this comprehensive guide, we’ll explore the key aspects of brand protection from counterfeits and provide some practical suggestions on how small businesses operating in the UK can safeguard against the counterfeit trade.

What does counterfeit mean?

Counterfeit goods are products deliberately imitated or replicated without proper authorisation, infringing on intellectual property rights such as trade marks, patents and copyrights. These counterfeit products not only fail to meet the expected quality standards but also pose serious safety hazards to consumers. Manufacturers produce and sell these fake goods with the intention of misleading consumers into believing they’re purchasing genuine products.

Why is there a market for counterfeit goods?

There is a demand for counterfeits because consumers actively seek cheaper alternatives to luxury goods or popular products. Consumers are driven to purchase counterfeit goods, often unknowingly, due to the allure of acquiring seemingly genuine items at a fraction of their usual price. The global trade in counterfeits has reached staggering levels, with billions of dollars being exchanged for counterfeits annually.

Where are counterfeit goods sold?

Various marketplaces, including physical stores, street vendors and online platforms, offer a haven for counterfeit goods. The rise of e-commerce has significantly facilitated the sale of fake goods on numerous websites, posing a challenge for businesses to effectively monitor and prevent their distribution.

What’s the penalty for selling counterfeit goods?

Selling fake goods is a serious offence under the UK law. Those found guilty can face criminal charges and severe penalties, including imprisonment, hefty fines or both. Your local Trading Standards Office is the leading agency responsible for enforcing consumer protection and criminal IP legislation, actively investigating and prosecuting individuals and organisations selling counterfeit items.

How can counterfeit goods affect a business?

The presence of counterfeit goods in the market can significantly impact a business in several ways. It can tarnish the brand's reputation if the products are poor quality or unsafe, leading to customer dissatisfaction and causing a loss of consumer trust and loyalty, adversely affecting the company’s goodwill. 

As a result, businesses may lose out on collaboration or licensing opportunities or experience decreased sales. Counterfeits can flood the market, meaning that a company’s trademarks are diluted, reducing its effectiveness as a badge of origin. 

Additionally, counterfeit sales erode the legitimate market share, leading to decreased revenue for the original brand, potentially resulting in companies being unable to support their workforce or their overheads. 

How can I legally prevent my brand from counterfeit goods?

There’re several proactive steps you can take to protect your brand from counterfeits:

1. Register and enforce Intellectual Property Rights (IPR) – safeguard your brand by registering trade marks and design rights and by recording company copyrights internally in case of any disputes arising. You should also maintain confidential information and consider protecting patentable inventions. This legal protection will help establish ownership and provide the foundation for taking action against counterfeiters.


Intellectual property advice


2. Monitor and investigate – regularly monitor the market for counterfeit goods bearing your brand name or trademarks. Engage specialised investigators or use online brand protection tools to identify potential counterfeit activities and gather evidence for legal action.

3. Strengthen your supply chain – counterfeiters often exploit weaknesses in the supply chain. Implement robust supplier contracts, conduct due diligence and establish quality control mechanisms to ensure authenticity and traceability throughout your supply chain.

4. Educate your customers – raise awareness among your customers about the risks associated with counterfeit goods. Share information about product authentication methods, such as unique serial numbers or holograms, to help consumers identify genuine products.

How to report websites selling counterfeit goods?

If you come across counterfeits of your goods, it’s crucial to take action. Report the sellers to the relevant authorities, such as your local Trading Standards office or the Intellectual Property Office (IPO). They’ve dedicated teams responsible for investigating and taking legal action against online counterfeiters.

Get legal assistance from LawBite

Protecting your brand from counterfeits requires a proactive and multi-faceted approach. By understanding the implications of counterfeit goods and implementing effective brand protection strategies, you can help to safeguard your company’s reputation, maintain customer trust and mitigate financial risks. 

Remember, the key to success lies in staying vigilant, enforcing your intellectual property rights and taking prompt legal action when necessary.

Our team of expert lawyers are here to support you in navigating the complex world of anti-counterfeiting, ensuring that your business is positioned for long-term success. To find out how we help your business, book a free 15 minute consultation or call us on 020 3808 8314.


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In closing

Nothing in this article constitutes legal advice on which you should rely. The article is provided for general information purposes only. Professional legal advice should always be sought before taking any action relating to or relying on the content of this article. Our Platform Terms of Use apply to this article.

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