Counterfeiting: A Rapidly Expanding Trade Threatening Brands and Consumers

Counterfeiting continues to grow worldwide. Once mainly associated with luxury goods, it now affects virtually every industry: toys, cosmetics, clothing, accessories, electronics, pharmaceuticals, automotive parts, and everyday consumer products.

Over the past three years, French customs authorities have removed more than 60 million counterfeit products from the market, a record figure highlighting the increasing scale of the problem. Counterfeit products do not comply with safety, quality, or traceability standards, directly exposing consumers to health, technical, and financial risks.

Counterfeiting Has Become Increasingly Structured and Digital

Criminal networks now heavily rely on e-commerce platforms, online marketplaces, express freight services, and social media to distribute counterfeit products.

• Fragmented shipments
• Dropshipping practices
• Seller anonymization
• Small parcels that are more difficult to inspect

Authorities are also observing the rise of polycriminality, where networks involved in counterfeiting are simultaneously engaged in other illicit activities such as drug trafficking and tobacco smuggling.

Major Seizures in 2025

The French Customs Response

French customs authorities continuously adapt their enforcement methods. Inspections are reinforced during peak consumption periods such as Black Friday, summer holidays, and the end-of-year festive season.

Enforcement operations particularly target highly viral consumer products, goods heavily promoted on social media, and sensitive categories such as cosmetics and perfumes.

A Strategic Challenge for Brands

Beyond direct financial losses, counterfeiting significantly damages brand image and consumer trust. Every counterfeit product distributed online or offline can lead to brand dilution, legal and reputational risks, unfair competition, and safety risks for end users.