OpSec’s 2021 consumer confidence barometer reveals the key
59% of consumers think it has become more difficult to spot fakes in the past 12 months
Illness, injury and fraud are among the harms suffered by 87% of consumers who have unintentionally purchased a counterfeit product
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LANCASTER, Pa., December 9, 2021 (GLOBE NEWSWIRE) – Harmful consequences were suffered by 87% of consumers who unintentionally purchased a counterfeit product in the past 12 months, according to a global survey conducted on behalf of OpSec Security . More than a third (34%) were victims of fraud, while 27% said the product damaged other equipment, 22% suffered bodily injuries and 21% became ill, according to research by OpSec.
Encouragingly, 95% of those who inadvertently purchased a counterfeit product in the past 12 months took action, which is a 6% increase from the previous 12 months. The most popular form of action was to report it to the seller (41%), while 31% posted a negative review online, 30% posted a negative review on social media, and 22% reported the incident. to the police. However, only 30% of unintentional consumers reported the incident directly to the brand, pointing out that there is still limited visibility of these incidents for brands, which can make it more difficult for organizations to monitor and ultimately close. illegitimate transactions.
It is clear that purchasing counterfeit products remains a problem for businesses around the world, with more than a quarter of global consumers (26%) having unwittingly purchased a product in the past 12 months that turned out to be a fake. For almost a quarter (24%) of those people, this was not the first time they had unwittingly bought a fake, with 36% accidentally buying more fakes this year than last year. Of those who unwittingly bought a counterfeit product in the past 12 months, almost half (47%) bought 2-5 counterfeit products, while 42% only bought one.
Peter Waker, SVP and GM Authentication, OpSec Security comments: âOften it is thought that the worst thing that can happen when buying a counterfeit product is that the quality is not as good as the real deal, but as we can see, counterfeit products can have serious repercussions for both consumers and brands. While it is positive that the majority of those who inadvertently purchased a fake took action, the ultimate responsibility lies with brands to prevent counterfeiting of their products and to ensure that consumers only receive genuine products. .
Almost three in five consumers (59%) believe that it has become more difficult to spot counterfeits in the past 12 months – a figure that climbs to 64% in the United States where more than a third of people (34 %) were tricked into buying fake products.
Although more consumers in the US have been deceived by counterfeiters, the study finds they are more cautious than their UK counterparts, with 59% saying they have become more skeptical and cautious when assessing where and how to buy, compared to 49% of UK buyers. This coincides with the fact that authentication has become more important to more than half of consumers globally (56%) in the past 12 months.
Alessandra Vercelloni, Sales Director, Europe, OpSec Security, said: âThe threat of counterfeiting is not going to go away and it appears that distinguishing real products from fakes is a growing problem for consumers. Brands must take this into account and do more to help consumers verify the authenticity of their products. Brand protection solutions, ranging from simple authenticity identifiers such as QR codes to unique serialized labels with overt and covert authentication features tied to in-line systems for product provenance and traceability, can help organizations. brands to guarantee authenticity to their customers. By taking this approach, they will be able to protect consumers from counterfeits, while protecting their brand’s reputation and revenue.
About OpSec Security
OpSec Security is the global market leader in brand security and protection. After decades of leadership in trademark protection technology, OpSec has grown into the leading provider of fully integrated trademark and document security, providing businesses and governments with a myriad of solutions to help our customers ensure quality, reputation. and brand integrity.
OpSec is a leading innovator in protecting brands and digital online content, providing our customers with end-to-end guarantees against counterfeiting, piracy and unauthorized use. We continue to innovate by finding increasingly advanced ways to deal with an ever-growing array of threats. Even though counterfeiters, hackers and other bad actors employ more sophisticated means to damage your brand, we keep improving to protect it.
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