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'I Won't Buy Fakes' to counter counterfeits
Jul '13
The campaign, which focuses on asking the consumer to promise they will not buy fakes, is launched now to coincide with the imminent flow of tourists into holiday destinations.

Already more than 2.5 million jobs have been lost in the developed world due to the adverse effects the sophisticated counterfeit industry has on those employers who create the real thing. One reason the number of jobs has been decreasing is that brands in Western Europe alone are losing out on more than 5.5 Billion Euro’s a year in revenue.

This is not even taking into account the sharp negative effect counterfeiting has on government vat and duty income. The problem is getting progressively worse with the UK customs reporting a 49 per cent increase in the number of cases it dealt with in a single year. is run by volunteers and was set up for two reasons. To educate (young) consumers on the adverse effects counterfeit goods have on their job opportunities and future and to turn that understanding into a positive action.

By clicking the promise button on the site the consumer takes a step towards more careful consideration next time they are confronted with fake goods, either on holiday or elsewhere.

Brands are also asked to show their support for the campaign by sharing the details with their social media following and displaying their logo on the site for free.


IWONTBUYFAKES.ORG is the brain child of fashion industry consultant Ben Muis. Whilst studying the increasing problematic effects created by the counterfeit industry he shared his findings and concerns with young volunteers, who are now running the project. The campaign has as goal to educate (young) consumers to the point where they understand that buying fakes is counter-productive in many ways, affecting the economy they live in and the jobs they need.

Ben Muis

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