IP Outreach Research > IP Crime


Title: ACG Attitudes Survey 2003 - What do consumers really think about fakes?
Author: [Ipsos MORI]

Anti-Counterfeiting Group (ACG)

Year: 2003


Subject/Type: Counterfeiting
Focus: Aircraft and Auto Parts, Apparel and Shoes, Beverages, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Consumer Electronics / Electronic Equipment, Food Products, Medicines and Medical Devices, Personal Care Products, Toys, Watches
Country/Territory: United Kingdom
Objective: To examine consumer attitudes towards the issue of counterfeit goods.
Sample: 929 representative consumers
Methodology: Survey

Main Findings

One in four consumers was not aware of the sale of counterfeit goods. Counterfeit goods for which public awareness is highest were perfumes/fragrances (60%), clothing/footwear (57%) and watches (57%). Respondents were least aware of fake pesticides (5%), food (8%) and pharmaceuticals (13%).

Counterfeit products considered most acceptable by the respondents were: clothing/footwear (with 27% willing to purchase them given acceptable price/quality), followed by watches (15%) and perfumes/fragrances (13%). Consumers proved least willing to buy fake food (3%), pharmaceuticals (1%) and pesticides (1%). 57% would not knowingly purchase any counterfeit good.

Consumer awareness regarding the effects of counterfeiting is generally on the rise: 66% were aware that the government loses millions in VAT/taxes due to counterfeiting; 59% were aware that counterfeits can be dangerous and/or damage legitimate businesses; and 46% knew about the counterfeiting/organised crime link.

Men were more aware of counterfeiting and its effects than women, but they were also more likely to knowingly buy fakes. Opposition to counterfeit goods was found to increase with age: opposition to counterfeit goods was at 41% for the 15-24 age group, at 48% for the 25-39 age group, at 56% for the 45-54 age group, and at 76% for the 60+ age group. Attitudes towards counterfeiting varied also according to location and socio-economic background.

[Date Added: Nov 20, 2008 ]