Counterfeit products pose a threat to consumer safety but are often difficult to distinguish from genuine products. Which is why it is so important to make consumers aware of the issue.
Author: Volker Hahn, International Marketing Director at tesa scribos
Counterfeit products often do not meet the relevant quality and safety standards: Incorrect dosage and toxic ingredients in counterfeit medications pose an acute threat to patient health. Counterfeit automotive components such as brake discs can lead to fatal accidents. And these are just two of the many examples. Which is why it is so important for consumers to be able to distinguish originals from counterfeits. But that can be difficult.
Video test: Can consumers tell originals from counterfeits?
Counterfeit products often cannot be identified as such at first glance. The Global Intellectual Property Center (GIPC) at the US Chamber of Commerce carried out the test, asking passers-by to tell the difference between originals and counterfeits. The GIPC video shows that almost no-one can tell counterfeits from original products. Which means many are unwittingly buying counterfeit products.
But what can be done to better protect consumers from the dangers posed by counterfeits? Raise awareness!
The issue of counterfeiting must be highlighted amongst consumers so that counterfeiters can no longer sell their goods. More and more institutions and brand owners are launching marketing campaigns to that end, as the videos below from the pharmaceutical and automotive industries show.
Anti-counterfeiting videos by institutions and brand owners
The International Pharmaceutical Federation describes the dangerous consequences of counterfeit medications in an interactive video. Viewers use their mouse to select the medication which they think is genuine. The video ends differently depending on what viewers choose, showing them the consequences of their choice. Interpol also draws attention to the risks of counterfeit medications in dramatic short video.
The two German automotive giants Mercedes Benz and BMW use visually powerful videos (Mercedes Benz video; BMW video) to show the harm inferior counterfeits can bring about.
Videos like these raise awareness of the risks presented by counterfeiting. Used in combination with targeted counterfeit protection concepts, which clearly identify originals as such, they can help to protect consumers.
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GIPC video “Consumers try to spot dangerous fakes in Times Square”
International Pharmaceutical Federation: interactive video
Interpol: dramatic videos
Mercedes video “Mercedes-Benz Genuine Parts vs Counterfeit Parts”
BMW video “Protect yourself against counterfeit products”
More on counterfeit protection in different industries