Luxury brand Mercedes-Benz targeted by counterfeiters
In addition to the classic targets of product pirates, such as brake discs, wheels and body and steering parts, online platforms will also continue to be under the watchful eye of brand protectors at Mercedes-Benz. This is because counterfeit products can often hardly be visually distinguished from original parts. For the first time in 2022, the number of deleted listings of counterfeit offers on social media and online platforms rose significantly to over 155,000.
“The trade in counterfeit products via online platforms and social media has also increased sharply in the last year. Our brand protectors focus on safety-relevant counterfeits, because they endanger people. However, we are also keeping an eye on the counterfeiting industry’s growing business model for digital goods. In 2022, a total of more than 155,000 counterfeit product listings were removed from online platforms.”
Florian Adt, COO & General Counsel at Mercedes-Benz Intellectual Property GmbH & Co. KG
When trading counterfeit goods, counterfeiting gangs take advantage of the high degree of anonymity and decentralised nature of online marketplaces and technologies. For this reason, Mercedes-Benz is further expanding its strategic and operational measures against counterfeiting in online trade. The brand protection strategy comprises three pillars: detecting, attacking and preventing. For this reason, the brand protectors regularly offer training events and information material to raise awareness, for example for customs authorities or service providers.
In order not to fall for counterfeiters, a few simple criteria help consumers when shopping. This starts with the careful examination of conspicuous offers in everyday (online) life. Typical alarm signals for counterfeit products are a significantly low price, abnormalities in product quality or sales via dubious online sources. In some cases, it is immediately apparent from the product images or the designations that they cannot be genuine, since Mercedes-Benz does not manufacture these products at all.
