Social media is awash with influencers raving about “dupes”— cheaper alternatives to high-end products that promise the same look or function without the hefty price tag. This trend has exploded, leading some to mistakenly believe that consumers don’t care about counterfeits. But that couldn’t be further from the truth. Research consistently shows that consumers view counterfeits as theft with 83 percent supporting more stringent enforcement. They also recognise the real dangers — like how counterfeit drugs can be deadly. The challenge isn’t just cracking down; it’s striking the right balance between enforcement and meeting consumer demand.
There is a crucial difference between dupes and counterfeits. Consumers who buy dupes understand that while the product may resemble a more expensive item, it is not identical. Most importantly the consumer is aware of what they are buying. Counterfeits, on the other hand, deceive consumers into believing they are buying a product from a different, often more expensive, brand.
Beyond the potential for consumer fraud, counterfeiting erodes the value of legitimate products made by tax-paying companies, and threaten to expose Americans to unsafe products. According to the US Immigration and Customs Enforcement, counterfeit pharmaceuticals without the proper ingredients can cause accidental overdoses, cosmetics can result in adverse skin reactions, and the malfunctioning of safety products create a hazard for users.
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Tirzah Duren is the President of the American Consumer Institute, a nonprofit educational and research organization. You can follow her on X @ConsumerPal.