UK IPO Targets Social Media to Fight Fakes

The UK Intellectual Property Office (IPO) has unveiled its latest targeted awareness campaign, designed to help tackle consumer demand for counterfeit goods.

The ‘Choose Safe, not Fake’ campaign focuses on beauty and hygiene products, with research by the IPO finding that many consumers are unaware of the risks of using these.

Seized counterfeit beauty and hygiene products can contain carcinogenic ingredients such as beryllium oxide and harmful heavy metals (arsenic, lead and mercury). These products are often manufactured in poor conditions, as many seized samples have been found to contain rodent urine and equine faeces.

The campaign, taking inspiration from the aesthetics of archetypal beauty ads, will bring together influencers, targeted social media advertising and press to expose these shocking and often dangerous ingredients. It builds on previous campaigns undertaken by the IPO since the publication of its ambitious five-year IP counter-infringement strategy.

Social media influencers facilitating counterfeit trade

While the IPO aims to harness the power of social media influencers to ward consumers off buying counterfeits, two recent IPO studies revealed the increasing role of influencers in facilitating counterfeit trade.