Spain is among the three countries with the highest consumption of counterfeits, according to data from the European Union Intellectual Property Office (EUIPO). And young people are the main audience, deliberately or not, for this type of products. The Association for the Defense of Brands (Andema) addresses them in its new awareness campaign, with which it focuses on the impact of counterfeits.

To do this, it has counted on the creative agency After and the influencer twins Hernán and Rodrigo Navarro, who have taken to the streets to ask users between 15 and 24 years old about their habits and their perception of purchasing counterfeit products. Some questioned young people about whether they own fakes or if they consider it dangerous to buy fakes.

They have shared content on their social networks, with a video that not only shows the real responses of consumers, but also warns about the dangers of consuming these types of products. In some categories, such as makeup or perfumery, it can pose health hazards.
The action has been carried out together with Amazon, which collaborates with sector associations in the field of brand protection.

In addition, Hernán and Rodrigo Navarro have encouraged consumers to sign a “anti-fake” contract, with which commit to choosing original products, rejecting any counterfeit and building a more authentic future.
The document, of a symbolic nature, seeks to inspire greater awareness in consumer culture and Andema presents it as a starting point to develop future actions at the educational and institutional level.

With this action, the association aims to make visible that behind counterfeiting there is an economic loss for brands and companies, as well as real risks for the related consumer. “It is not just about distinguishing between an authentic product and a counterfeit one, but about understanding what is behind each purchase“, commented Gerard Guiu, General Director of Andema. “When you choose a fake product, you are not only supporting an illegal market: you are taking risks for your health and that of those around you, in addition to contributing to a model that harms creativity, employment and innovation.”.