Unveiling Counterfeit Consumer Behavior: EUIPO Study Insights

Counterfeit enforcement in 2022

According to EUIPO’s report, almost 86 million fake items were detained at the EU border and in the EU internal market in 2022. The estimated value of these items was over 2 billion euros. More than 72% of the detained products in the entire union were:

Games
Packaging material
Toys
Cigarettes
Recorded CDs/DVDs

China predominates the provenance for most of the infringed articles entering the EU, mostly for packaging material, followed by Turkey and Hong Kong, which prevailed in clothing and mobile phones/accessories.

Counterfeit goods and consumer behaviour

The prevalence of counterfeit items in the EU market highlights a significant challenge for authorities and legitimate businesses. While enforcement efforts have led to the detention of millions of fake goods, the issue is compounded by consumer behavior. Understanding why consumers continue to purchase counterfeit products, whether knowingly or unknowingly, is crucial for developing effective strategies to combat this persistent problem.

Intentional purchase of counterfeit products

Some consumers purchase fake items unknowingly, unable to discern them from genuine products, while others knowingly opt for counterfeits despite awareness of their inauthenticity. This presents a significant issue as counterfeit goods can pose risks to consumers, harm legitimate businesses, and undermine the economy at large. To address this, EUIPO delved into the motivations behind consumers' intentional purchase of counterfeit goods.

Understanding consumer behaviour

EUIPO's study aimed to understand consumers' decision-making processes when choosing counterfeit over genuine products. The recent survey report sheds light on key findings:

While many consumers hold a negative opinion of counterfeit products, a significant portion (34%) have knowingly purchased counterfeit items at least once in their life.
The decision to buy fake products is influenced by personal traits like the need to fit in and personal values.
People are more likely to buy fake versions of everyday items than luxury brands.
Price and brand type also affect whether someone will buy a fake product. People who care more about values are less likely to buy fakes, and everyday brands are more popular than luxury brands.
Other factors like the price of the fake product compared to the real one, perceived quality, health and safety concerns, fear of punishment, and where the product is bought (online or offline) have less impact.

Changing consumer behaviour

To address these findings and change consumer behaviour, EUIPO plans to implement targeted communication strategies tailored to different consumer segments identified in the study. For segments more likely to buy counterfeits, influencer-led campaigns and other awareness initiatives will target everyday products and brands. For those less inclined towards counterfeit purchases, efforts will be directed towards reinforcing their existing purchasing decisions and educating them on recognising counterfeit products to prevent unintentional purchases.

Counterfeit cases received by ECC-Net in 2022

Notably, ECC-Net received 70 complaints in 2022 regarding fake items, while the network received 562 complaints in 2016. This aligns with the decrease shown in EUIPO’s report. However, the numbers are much higher if we consider that the majority of the traders who sell counterfeits online are based outside the EU, so outside the scope of ECC-Net. Hence, our assistance is limited to providing information or advice, and no detailed statistical information on the nature of the complaint is recorded from these cases.

ECC-Net’s efforts to raise awareness

ECC-Net educates consumers about their rights when shopping in the European Union, including alerting them to counterfeit products and helping them make informed decisions. By working closely with authorities, stakeholders, and consumers, ECC-Net fights against counterfeit goods and fosters a safer consumer environment. Here are three examples of how ECC-Net helps:

Information and guidance
ECC-Net provides consumers with accurate and up-to-date information about counterfeit products, including how to identify them, the risks associated with purchasing them, and what steps to take if they encounter counterfeit goods. For example, consumers can find information and advice in our complete guide on avoiding risks of counterfeit products.
Collaboration with authorities and stakeholders
ECC-Net collaborates with national authorities, consumer organisations, and other stakeholders to coordinate efforts in combating counterfeit products. By working together, ECC-Net leverages resources and expertise to develop effective strategies for raising awareness and protecting consumers from counterfeit goods.
Training and Education
ECC-Net organises training sessions and workshops for consumers and businesses, and relevant stakeholders on topics related to counterfeit products, intellectual property rights, and consumer protection laws. These educational initiatives empower individuals and organisations to take proactive measures against counterfeit goods.