State of Brand Protection Report 2025
How Counterfeiters Use Emerging Channels and Evasive Tactics in the Age of Generative AI
Criminals continue to improve the way they operate online. With the goal of finding more people to sell fakes to while avoiding brand protection efforts, they’ve upped their game in many ways over recent years.
Brands are feeling the pinch. Making a real impact against counterfeiting has never been more complicated, and requires more than simple monitoring on major online platforms.
This research investigates how American shoppers approach, perceive, and behave towards counterfeit products in online spaces, so businesses can be aware of how to adapt their brand protection in 2025.
31.8% of shoppers bought a fake first seen on social media
71.6% of respondents were looking for authentic items when they bought a fake.
24.80% of shoppers bought a counterfeit using an alternate payment method.
