There are a variety of signs that manufacturers can look out for that indicate that a brand owner may have a potential counterfeit problem.

In high risk market segments where digital content is part of the product such as software, music and films the IP holder knows the risks that they face and certainly takes action against imitators through the courts. The addition of security features to packaging as well as security procedures within the supply chain will have been developed.

 

However many upcoming newly formed businesses that provide popular products especially in designer clothing, sporting products and automotive accessories will only discover the problem when they see their growth patterns eroded.

 

New complaints about poor quality and dropping sales in specific regions will be the first indication of trouble ahead.

 

Because reaction time is critical when dealing with problems of this kind it is important for all businesses at danger to have a specific risk management strategy in place beforehand.

 

This strategy should include immediate contacts that can assist with the process of closing off the threat. Such advisors would include:

 

• Attorneys and lawyers
• Trade Mark Agents
• Patent Agents
• Risk Management and Security Consultants
• Brand Protection Consultants
• Packaging and Labelling Suppliers
• Customs

 

If there is a potential risk to health and safety then it is in the brand owners interest to ensure that they can demonstrate that they have done everything possible to protect buyers from the risks associated with purchasing a counterfeit product innocently.

How to spot counterfeit goods

One of the most difficult tasks that face those industries affected by counterfeiting is recognising genuine products from those that have been copied. Educating the buyer in authentication methods is frustrated by the fact that only a fixed amount of information can be absorbed on each potential purchase. Multiply that by the host of products we purchase on a monthly basis and the result is impossible to compute.

Since counterfeit goods are deliberately produced to resemble those brands they mimic it can be difficult to tell them apart. Packaging as well as labelling is also designed to convince buyers that they are purchasing an original. Modern technology can provide all the tools that are needed to produce fake labels and boxes!

Authentication technologies can help inspection and security screening when brand owners are checking the supply chain. However unless a relatively simple and cogent device is employed to aid public awareness attempts to rectify the problem will be nullified.

This is why simple primary authentication technologies such as colour changing inks and optically variable foils are adopted because they are as easily recognised as security features on currency.

Since there is such a wide range of counterfeit goods on sale it is impossible to identify precise ranges of products that are "safe" or "unsafe". Instances of counterfeit washing powder, coffee and tea are common.

You should however be extra careful when purchasing automotive car parts, perfume, sportswear and equipment, designer clothing, children's toys, and digital products such as videos and CD's.

The maxim "if it looks too good to be true - then it probably is" can be a useful guide. Buying from street markets and vendors, car boot sales, flea markets and discount shops makes any purchase more risky.

Purchasing from supermarkets, reputable distributors and recognised outlets is the safest approach since you will have the protection of the law on your side if you return faulty goods. If you decide to buy from a street trader and later discover that you have been duped you have no legal comeback.

It is always prudent to examine anything that you buy from the "most at risk" category - carefully. Poor quality packaging and labels is a tell tail sigh that things are not right. Incorrect spelling and grammatical mistakes on labels are also a good indication that products are counterfeit.

With clothing and footwear then look for sewn in designer labels check how well they are attached and if they are woven. Sometimes counterfeit clothing carries poorly sewn labels, self-adhesive logos or even logos that come unfixed easily.

With electrical goods beware of the fact that "EC" or other safety testing marks can be faked. This is prudent protective advice for toys also.

When purchasing DVD's and video cassettes as well as software take careful notice of the inlay cards and check to see if the artist?s name or software brand is present and printed on the disk or cassette. Pirate products can carry photocopied or scanned labels that are identifiable because the printing is indistinct and not sharp. Colour may be an indication that things are not right, especially if looks faded or "washed out".

In some parts of Europe car parts are frequently counterfeited. Fake shock absorbers, disk brake pads, air filters and oil filters as well as spark plugs and wipers are targeted.

Since it can be difficult to spot a fake car part is sensible to purchase all replacement components from authorised distributors.

Finally, it should be recognised that it is very much a case of "buyer beware" if you decide to purchase bargain products anywhere other than established, reputable outlets.