New UK research reveals how widespread counterfeit purchasing remains – and why protecting your brand matters more than ever.

By Mike Tennant, Chartered Trade Mark Attorney and Director of Tennant IP

Counterfeit goods in the UK remain a significant problem for businesses, despite increasing awareness of the risks associated with fake products.

Fake designer handbags, imitation trainers, counterfeit football shirts and copied toys. We've all seen them, and it's tempting to think of counterfeit products as something that mainly affects the world's biggest brands.

But counterfeiting isn't just a problem for multinational companies with enormous legal budgets. It can affect any business that has worked hard to develop a successful product, build a recognisable brand and earn the trust of its customers.

According to research published in September 2026 by the UK's Intellectual Property Office (IPO), counterfeit purchasing remains a significant part of consumer behaviour.

So, what does the latest research tell us about counterfeit goods in the UK, and what can businesses do to protect themselves?

Counterfeit Goods UK: What the Latest Research Reveals

The IPO's fifth wave of counterfeit goods research, involving 5,057 UK adults surveyed in 2025, revealed some interesting findings:

• 26% had purchased counterfeit goods at some point in their lives.
• 17% said they currently buy counterfeit products occasionally, sometimes or often.
• 46% of those aged 18–24 had purchased counterfeit goods, compared with 30% in the previous study in 2023.
• 17% had unintentionally purchased counterfeit goods at some point.

These findings suggest that counterfeit purchasing is far from a fringe activity.

Perhaps most striking is the figure for younger consumers. Nearly half of the 18–24-year-olds surveyed reported having bought counterfeit products.

For businesses investing time and money in developing their brands, these figures are worth paying attention to.

Why Are People Still Buying Counterfeit Products?

Unsurprisingly, price remains one of the biggest attractions.

The IPO research found that counterfeit products can sell for between 30% and 85% less than their genuine equivalents.

When consumers are looking for ways to save money, a product that appears similar to a well-known brand but costs a fraction of the price can seem attractive.

Social media and online marketplaces have also made counterfeit goods increasingly accessible.

Rather than being confined to market stalls or unofficial shops, imitation products can now appear alongside genuine goods on familiar online platforms.

There's also an interesting issue around language.

Terms such as dupes, replicas and lookalikes have become part of everyday conversations, particularly on social media.

However, these terms do not all mean the same thing legally.

A product that resembles another is not automatically counterfeit or unlawful. Whether there is infringement depends on the intellectual property rights involved and the particular circumstances.

But where a business's protected trade mark is used without permission in a way that infringes its rights, there can be serious legal consequences.

The continuing demand for counterfeit goods in the UK demonstrates why businesses need to take brand protection seriously, particularly when selling through online platforms.

Why Counterfeit Goods in the UK Affect Smaller Businesses

When people think about counterfeit products, they often picture expensive watches, designer clothing or high-end accessories.

These are obvious targets, but smaller businesses can be vulnerable too.

Imagine spending several years developing a product.

You've invested in design, manufacturing, packaging, marketing and building relationships with customers.

Your product becomes successful. Your brand starts gaining recognition.

Then you discover that another business is selling an imitation, potentially using your brand name, logo or other protected elements.

Suddenly, you're competing with a business that may not have made anything like the same investment in developing the original product or brand.

For a smaller company, this can be particularly damaging.

Lost sales are one concern, but there are wider implications.

Customers may associate poor-quality imitation products with your business. Your reputation can suffer, and the distinctiveness you've spent years establishing may be undermined.

The value in a successful brand is not simply the product being sold. It includes the trust, recognition and goodwill that the business has worked to create.

That's why protecting intellectual property should be an important part of any business strategy.

The Risks of Counterfeit Goods for Consumers

There's another side to this issue that shouldn't be overlooked.

The IPO research found that more than two-thirds of counterfeit purchasers surveyed had experienced negative consequences.

These included financial losses, products that failed to work properly, scams, data security problems and, in some categories, risks to personal safety.

Counterfeit electrical goods, cosmetics, medicines and other safety-sensitive products can present particularly serious concerns.

A consumer may believe they're getting a bargain, but the product may not have been manufactured or tested to the same standards as the genuine article.

It's another reason why counterfeiting is about much more than protecting the profits of well-known brands.

What Protection Does a Registered Trade Mark Provide?

One of the most valuable steps a business can take is to register its trade mark.

A registered trade mark can protect distinctive elements of a brand, including its name and logo, in relation to the goods or services covered by the registration.

Importantly, registration gives the owner defined legal rights that can be enforced against certain unauthorised uses.

Depending on the circumstances, this may help a business challenge another party using an identical or similar mark in a way that infringes those rights.

It can also provide a basis for reporting infringing listings to online marketplaces or pursuing appropriate legal remedies.

However, trade mark registration is not a blanket right to prevent every similar product or competing business.

The scope of protection depends on several factors, including the registered mark, the goods and services covered, and how the other party is using it.

Some copied products may also raise issues involving registered designs, copyright, patents or other intellectual property rights.

Understanding which rights apply is an important part of developing an effective protection and enforcement strategy.

What Should You Do If Someone Is Copying Your Brand?

Discovering that another business may be copying your products or using your trade mark can be frustrating.

It's understandable that business owners want to act quickly.

However, the first step should be to establish exactly what is happening and what rights are available.

There are several sensible actions to consider.

1. Preserve the evidence

Keep screenshots, product listings, website addresses, photographs and other material showing how your brand or product is being used. Record relevant dates where possible.

2. Check your intellectual property rights

Establish which trade marks, designs or other rights you hold and whether they cover the activity you're concerned about.

3. Consider the extent of the problem

Is this an isolated listing, a competitor operating in the same market, or something more widespread?

Understanding the scale and commercial implications can help determine the most appropriate response.

4. Explore the available enforcement options

Depending on the circumstances, options may include reporting infringing products to an online marketplace, contacting the other party, negotiating a resolution or taking formal legal action.

5. Obtain professional advice before escalating matters

Sending an aggressive legal letter without properly understanding your rights can create unnecessary difficulties.

The objective should be to resolve the problem effectively and proportionately, while protecting the commercial interests of your business.

Mike's View: Don't Let Emotion Dictate Your Response

"When you've spent years building a business, discovering that someone is copying your brand or products can understandably provoke an emotional reaction.

The biggest mistake I see is businesses taking action without fully understanding their rights or considering the consequences of their approach.

Getting it wrong can create further problems, including potential claims involving unjustified threats of infringement proceedings and liability for legal costs.

Having a Chartered Trade Mark Attorney advise you helps keep the focus on the facts, understand your legal position and take appropriate action without unnecessary aggression or conflict."

Mike Tennant, Chartered Trade Mark Attorney, Tennant IP

This is why effective trade mark enforcement isn't simply about identifying a potential infringement.

It's about understanding your rights, assessing the evidence and choosing a proportionate response that protects your business without creating unnecessary legal or financial risks.

Why Early Trade Mark Protection Matters

One common misconception about intellectual property is that protecting your brand is something you only need to think about once a problem arises.

By that stage, your options may be more complicated and potentially more expensive.

A well-considered trade mark strategy starts much earlier.

That might involve conducting appropriate searches before adopting a new brand, securing trade mark registrations in relevant markets and reviewing protection as the business grows.

It can also include monitoring for potentially conflicting trade mark applications and keeping an eye on how your brand is being used in the marketplace.

At Tennant IP, we've seen how important professional intellectual property advice can be when a successful product attracts unwanted attention.

Our work with My Salah Mat, the innovative interactive prayer mat business founded by Kamal Ali, is one example of why identifying, protecting and enforcing intellectual property rights matters.

The business took steps to protect its innovation through different forms of intellectual property, including trade marks, registered designs and a patent.

When problems arose, having those protections in place provided an important foundation for taking action.

It's a useful reminder that intellectual property protection isn't simply paperwork. It's about safeguarding the investment, creativity and commercial value behind a business.

Protecting the Value You've Worked Hard to Build

The latest IPO research demonstrates that counterfeit goods remain an established part of consumer purchasing behaviour.

For businesses, that creates an ongoing challenge.

But it also reinforces an important message.

Whether you're launching a new product, growing an established brand or expanding into international markets, your intellectual property deserves serious consideration.

You may not be able to prevent every attempt to copy your products or imitate your brand.

But understanding your rights, securing appropriate protection and taking proportionate action when necessary can put your business in a much stronger position.

Your brand represents years of work, investment and reputation. It's worth protecting.

Concerned About Someone Copying Your Brand?

At Tennant IP, we help businesses protect and enforce their trade mark rights, from initial registration and portfolio management through to disputes and enforcement.

If you've discovered someone using your brand without permission, or simply want to understand whether your existing protection is adequate, we're happy to discuss your situation.

Contact Mike Tennant at Tennant IP to arrange an initial consultation.

Research source: Intellectual Property Office, IPO Counterfeit Goods Research (Wave 5), published 17 September 2026.