Everything from colognes to car mats can be faked. But the real problem for brands is that there are many consumers in Spain who want to buy pirated goods.. The data show that Spaniards are the second most likely European to deliberately purchase counterfeit products after Bulgarians. Up to 20% admit to deliberately purchasing a counterfeit product in the last year. According to a recent study by the EU intellectual property office EUIPO, this rate is 15% higher than in 2020. “This is a cultural issue highlighted by the use of new technologies. Some people may not be willing to buy the top blanket, but when they’re behind a screen, it’s different,” says General Manager Gerard Guiu. Andema, the brand advocacy association. It should be noted that half of the youth between the ages of 15 and 24 intentionally buy counterfeit products.
“In the digital environment It’s relatively easy to position a product and put it up for sale without even needing a brand, the product exists as is or has minimal quality. The counterfeiter even uses the same advertising materials, the same photographs, and a medium similar to that of the original product to confuse the consumer,” said Carmen González, Director of Brands and Brand Intelligence at Pons IP, a consulting firm specializing in industrial and intellectual property.
Losses arising from the existence of this market dominated by organized crime groups, According to EUIPO, it amounts to approximately 5,753 million euros each year.. When it comes to jobs, 50,000 are lost every year. “Furthermore, any material infringing on intellectual property must be destroyed, resulting in annual losses of up to 1.2 billion,” Guiu says.
Risk for the whole economy
For González, these numbers are worrying. “We know more and more about the negative consequences of counterfeiting. and the risks involved in consuming them, but still the volume of purchases of counterfeit products remains very high.”
Guiu points out that what’s being bought isn’t just fake luxury items. “We are aware of the imitation of all kinds of mid-range products, from colognes to t-shirts, including creams.”states the general manager of Andema, who also emphasized the cost of this practice for brands. “Investment is thwarted, the mafia is fed, and working conditions worsen. We have to indulge them, allowing counterfeiting is a risk to the entire economy.”
Guiu points out that by protecting the ownership of brands, the rights of consumers are also protected. “Fake children’s toys may cause choking in minors. Creams and even medicines are sold on the internet without any guarantee to the consumer.shows.
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González is committed to consumer awareness as a way to solve the problem.. “Public administrations should continue to support campaigns that show the negative consequences of counterfeiting and the truth behind it.” Guiu, for its part, is committed to creating complicity with the consumer. “If we manage to reduce demand, the supply of counterfeit goods will also decrease,” he explains. González underlines the responsibility of trademark owners to prevent unintentional purchase. “Search engines, marketplaces and social networks should be supported because we must not forget that counterfeit and original products often use the same sales channels, which inadvertently leads the consumer to purchase counterfeit products.”
Artificial intelligence
Automation of industrial processes and artificial intelligence also pose risks for brands. “We are watching the development of this tool with concern as it may affect intellectual property and creativity. However, these technologies can also help us identify counterfeit products more easily,” Guiu explains. The attorney for consulting firm Pons agrees on this point. “I think artificial intelligence can be part of the solution to the fraud problem. The tools based on this technology have been fully developed that allow us to track vast amounts of information and act more effectively in digital environments,” he concludes.