Video games, T-shirts, children’s toys, perfume: According to the brand association, Germany is the largest destination for counterfeit goods in the EU. As a result, companies incur billions in damage every year, says President Franz-Olaf Kallerhoff. “We must no longer accept that our market is flooded with dangerous and counterfeit products that are produced in disregard of environmental and labor standards.”
The association represents companies such as Hugo Boss, Haribo, Henkel, Miele and Vileda and is organizing the Brand Economy Day in Berlin on Thursday. Chancellor Friedrich Merz is also expected.
How many counterfeit items reach Europe?
The EU Intellectual Property Agency (EUIPO) recently published new figures. In 2024, authorities seized 112 million counterfeit goods at external borders and in the internal market. That was less than the previous year, but the estimated sales value rose to 3.8 billion euros – more than ever before. The reason for this is higher unit prices.
Germany was the destination for around a quarter of the value of goods seized at the external borders. This is more than for any other member state. Why is that so? “As the largest economy in Europe, Germany is particularly affected,” says Brand Association President Kallerhoff. German brands are valued internationally for their quality, which is what makes them so attractive to counterfeiters. The EU authority did not comment on possible reasons.
A counterfeit is a product that imitates a branded item and looks so similar that it can be confused with the original.
Which products are particularly often counterfeited?
Most seizures involve CDs and DVDs, including video games and software programs. Around a third of the seized items fall into this category. In second place are toys with 18 percent, followed by clothing (7.5), fashion accessories (6), cigarettes and e-cigarettes (4.5) and perfumes and cosmetics (3). The most important sales channel are large online platforms. Most goods come from China and Turkey.
Neither the EUIPO nor the General Customs Directorate provide any information about the senders of the counterfeit goods – for data protection reasons.
How much damage is there?
The actual damage to manufacturers in Germany can only be estimated. The brand association assumes that due to the high number of unreported cases, it is far higher than the official figures – at around eight billion euros per year. Around 144,000 packages containing counterfeits reach the country every week.
The perpetrators usually go unpunished; only 0.74 percent of the counterfeits caught recently ended in legal proceedings. Confiscated goods will be destroyed.
According to the EUIPO, technological advances are making it easier to produce and distribute increasingly sophisticated counterfeits. Limited control capacities and the rapidly growing online trade made “proactive measures urgently necessary”.
What to do against counterfeits?
The Brand Association and the German Trade Association (HDE) are pushing for stronger controls and clear liability for online platforms. They demand more staff and better equipment for customs and market surveillance, the abolition of the duty-free limit of 150 euros and an obligation to register every parcel. In addition, it should be forbidden to post removed counterfeits online again.
“Anyone who sells goods in this country must adhere to the local rules. Otherwise, domestic retail will suffer from this unfair competition,” says HDE President Alexander von Preen. Around 64,000 jobs are threatened.
What can affected consumers do?
Anyone who receives a counterfeit product can file a complaint. Brand associations and consumer advocates also recommend informing the operator when purchasing via an online platform. Purchasing a counterfeit is not generally a criminal offense in most EU countries, but reselling it is prohibited. Owners of trademark rights can take legal action against manufacturers and sellers.
Counterfeit products even pose a risk for buyers. Substances harmful to health could have been used during production. Safety standards are missing and there is no product liability.