Research among consumers around the world has shown that most people are not aware of the serious risks and damages that can be caused to themselves and their families from purchasing and using counterfeit and pirated goods. It is important to help consumers understand that what may seem like harmless purchases are not so harmless, and that some counterfeit products are a real threat to health and safety, jobs and the economy. It is also important that consumers understand their personal role and responsibility to consciously take a step away from buying and using counterfeits.
The International Chamber of Commerce’s (ICC) Business Action to Stop Counterfeiting and Piracy (BASCAP) has developed "FAKES COST MORE, I BUY REAL! to generate a collective and coordinated action with simple, straightforward messages and logo that show consumers that counterfeiting is a real problem and that it affects all of us. The goal is to provide materials that other organizations can use to communicate these messages in a consistent manner with a common identity, creating a unifying and collective campaign and call to action.
The “FAKES COST MORE: I BUY REAL!” campaign is based on extensive consumer research on what drives consumers to purchase counterfeits and download unauthorized content, and what might convince them to stop these activities. The research included an analysis of 176 existing consumer perceptions studies and 202 consumer awareness campaigns from some 40 countries. Various messages, themes and logos were tested with consumers to ensure that the right key messages are delivered.