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Why do brand owners need an anti-counterfeiting strategy?

Counterfeiters make replicas of branded products (complete with trade marks) to mislead consumers into thinking that the products originate from the legitimate brand owner. For more information, see Practice Note: Anti-counterfeiting in the UK.

It can be difficult for consumers to distinguish genuine products from copies, particularly when they are offered for sale online, so it is important for brand owners to put in place a strategy for dealing with counterfeit goods. For more information, see Practice Note: Anti-counterfeiting and anti-piracy—strategy and Anti-counterfeiting and anti-piracy strategy—checklist.

Artificial intelligence (AI) can have a role to play in this strategy.

There are different definitions of AI but broadly the term refers to a branch of computer science in which computers are designed to perform in ways which mimic human intelligence, namely the ability to perceive, analyse, learn, reason and deduce. For more information, see Practice Note: Artificial intelligence and machine learning—an introduction to the technology.

For more information about AI and the way in which it interacts with IP rights, see