Britain’s Favourite Fakes

February 16, 2008

Just under one in five people in the UK admit to buying fake goods, suggests a survey conducted for BBC Two’s The Money Program.

The results of the Ipsos MORI survey were broadcast on the 15 February. It forms part of a special program looking at the growth in the trade of counterfeit goods and examines the real cost of Britain’s favorite fakes.

The survey suggest that almost a third of people (31%) in the UK are not against purchasing counterfeit items and almost a quarter (23%) who have bought fake goods openly admit that they do not see anything wrong with doing so.

The survey also suggests that those that have bought fake goods are significantly more likely to be male and in full-time work.

DVDs are the most popular items purchased by those who had admitted in the survey to purchasing fake goods – accounting for just over a third, with clothes and accessories (32%) and music and CDs (18%) also desirable.

The survey suggests that the mast majority of counterfeit or fake items are purchased from market stalls (27%), overseas trips (19%), car boot sales (15%) and street vendors (15%).

Many companies are keeping quiet about their losses to the counterfeit trade – but some are speaking out.

New Era is the biggest baseball cap manufacturer in the world and they say fakes are flooding the market.

Tony Swaffield, Brand Protection Manager, New Era, says: “We would estimate that 30 to 40% of all products bearing our name is counterfeit, which creates a big problem for us as a mid-size company. If you’re talking of luxury brands or sporting brands I would estimate they were affected at the same percentage.”

Ruth Taylor, North Yorkshire Trading Standards says: “Traditionally the complaints would have been around car boot sales and markets. Now its primarily complaints about internet auction sites that we’re receiving.”

Results come from face-to-face interviews via Capibus, Ipsos MORI’s in-house omnibus survey, conducted among 991 adults (15+) in Great Britain.

The fieldwork was conducted between Friday 30 November and Thursday 6 December 2007. The data was weighted to be representative of the GB population.

Poll questions:

1. Within the last few years, have you ever bought something that you know or suspect may have been counterfeit or fake?

Yes (Yes, definitely = 10% and Yes, possibly = 9%) = 19%
No, definitely not = 73%
Can’t remember = 8%

Just under 1 in 5 claim that they have definitely or possibly bought fake or counterfeit goods in the last few years – key points about those most likely to buy these goods:

Males more likely than females

Under 55s more likely than over 55s

Those in the North more likely than those in London

Those with children living at home are more likely than those without

2. Which one of the following would you say best describes your attitude to buying fake or counterfeit goods?

It is theft and is wrong = 61%

I know it is wrong, and probably theft, but I would still sometimes buy counterfeit goods = 21%

I don’t see anything wrong with buying counterfeit items = 10%

Prefer not to say/Don’t know = 8%

Whilst one in five know it is wrong, they would still sometimes buy counterfeit goods. A further one in ten do not seeing anything wrong with buying such items. So overall, just under one-third are not against purchasing counterfeit items.

3. Of those who have ever bought fake/counterfeit goods:

It is theft and is wrong = 26%

I know it is wrong, and probably theft, but I would still sometimes buy counterfeit goods = 43%

I don’t see anything wrong with buying counterfeit items = 23%

Prefer not to say/Don’t know = 9%

A quarter who have bought fake/counterfeit goods claim that, “it is theft and it is wrong”. Sixty-nine per cent of those who have bought counterfeit goods perceive it to be wrong. A further one in four who have bought fake/counterfeit goods openly admit that they “don’t see anything wrong with buying counterfeit items”.

4. From this list, please tell me which of these items purchased, if any, you think might have been counterfeit or fake? Which others?

DVDs = 34%

Music/CDs = 18%

Clothes/shoes = 17%

Jewellery/watches = 10%

Cigarettes = 9%

Sunglasses = 9%

Computer games = 8%

Handbags/purses/wallets = 7%

Fragrances = 6%

Alcohol = 1%

5. From which of the following types of retail outlet have you ever purchased fake or counterfeit goods?