In today’s expansive consumer landscape, brands utilise diverse avenues like sponsored social media ads and influencer endorsements. Despite evolving brand communication, counterfeit goods pose a persistent challenge, especially in high-end sectors like fashion, cosmetics, and pharmaceuticals. As online availability grows, tracking and taking action against infringers become increasingly complex.
Safeguarding intellectual property (IP) rights is central to any anti-counterfeit policy. Companies often register and enforce trademarks, copyrights, and even employ advanced packaging designs with hidden markers. Some brands secure registered design rights or patents for unique designs, providing additional protection.
Ensuring a clear chain of title to IP rights is advisable, involving written copyright assignments with design companies. Legal action against counterfeiters is a recourse for IP infringement, often requiring dual action in manufacturing and selling countries. Brands may face a complex chain of entities involved in counterfeit sales, necessitating thorough identification and action against each part.
In the UK, legal action ranges from letters of claim to proceedings in different court tracks based on the claim’s worth. AI investments offer a proactive defense against IP infringement. Anti-counterfeiting platforms, blockchain, and image recognition technology aid in identifying and preventing counterfeit goods.
AI-powered image recognition compares authentic and online product images, while blockchain traces the entire production and distribution process. Anti-counterfeiting platforms monitor various channels and improve their detection capabilities with AI. Brands can also use AI to scan social media for counterfeit mentions and take necessary actions.
Addressing online infringement involves utilising platforms’ takedown procedures and, if needed, obtaining website blocking orders. Consumer education plays a crucial role, with brands engaging customers through social media to highlight the risks of purchasing counterfeit goods and emphasize the authenticity of their products.
As counterfeit goods evolve and opportunities to sell them increase, brands must consistently adapt strategies to protect both their intellectual property and reputation.
Looking for IP or Trade Mark Protection?
If you wish to gain exclusive rights to your business name, logo, tag line or design within the UK or globally, National Business Register Group (NBR) has been assisting businesses with trademarks and brand protection since 1984. Contact NBR on Info@nbrg.co.uk or by calling 0800 069 9090.
Looking for Business Name Protection?
If you want more information about how to protect your business name in the UK without registering a trade mark, contact us at Start.Biz where we will be able to assist with business name protection. Start.Biz is a subsidiary of NBR, please email Info@Start.Biz or call 0800 069 9090.
