The prevailing attitude among most consumers is that there is nothing wrong with buying fakes. The goal of a coordinated, global public service ad campaign launching tomorrow is out to change all that.
To coincide with “World Anti Counterfeiting Day” (which is June 11th 2009 for those who may not be in the know), several anti-counterfeiting groups from around the world along with local governments and agencies are running public service ad campaigns to educate consumers about the negative impact counterfeiting has on the global economy and on society as a whole. The aim is to build awareness around how counterfeiting fuels an underground economy that supports child labor, organized crime and terrorist activities while stifling job creation, innovation and tax revenues. Counterfeit products are also known to pose serious public safety threats, particularly when it comes to fake drugs, automotive and aviation parts, and electrical equipment.
The International AntiCounterfeiting Coalition (IACC), or which MarkMonitor is a member, is teaming with the Global Anti-Counterfeiting Group, other anti-counterfeiting groups and local governments in running simultaneous public service campaigns tomorrow in NYC and Los Angeles in the U.S. as well as in France, Mexico and Canada. The NYC campaign, for example, will include the streaming of anti-counterfeiting messages in Times Square at the Reuters Digital Billboard and NASDAQ with the goal of reaching millions of visitors and tourists.
We commend the IACC and other organizations for not only tackling the global counterfeiting problem from the legal and regulatory side, but also for taking steps to reduce the demand for fakes. For as long as there is demand for too-good-to-be-true deals, there will be a supply.