Image ANDEMA AND MADRID CITY COUNCIL INAUGURATE CHRISTMAS WITH A CAMPAIGN AGAINST COUNTERFEITS

ANDEMA AND MADRID CITY COUNCIL INAUGURATE CHRISTMAS WITH A CAMPAIGN AGAINST COUNTERFEITS
2024/12/19

A joint initiative aims to raise consumer awareness of the negative effects of counterfeit products on the economy, society and health.

The Association for the Defense of Brands ( ANDEMA ) , in collaboration with the Madrid City Council , is launching its fifth social media campaign to raise awareness among citizens about the serious damage caused by counterfeiting. On this occasion, the focus is on alerting consumers, especially the youngest, about the economic, social and personal consequences of purchasing illicit products.

A problem that affects everyone

Gerard Guiu, general manager of ANDEMA, highlighted the rise of a worrying trend among young people: the normalisation and even pride in buying counterfeits, something they share publicly on social networks. “We want these new consumers to understand the real impact of this phenomenon: dismissals of people close to them, financing of mafias and direct risks for the buyer themselves,” stressed Guiu.

For her part, Engracia Hidalgo, delegate for the area of government for Economy, Innovation and Finance of the Madrid City Council, pointed out that counterfeiting not only harms legitimate trade, but also erodes the economy and affects essential services such as health and education. “Public-private collaboration is key to combating this problem. From the City Council, we will always support authentic trade and original products,” said Hidalgo.

The impact of counterfeiting in figures

The data is alarming:

  • More than 45,000 jobs are lost each year in Spain as a result of the trade in counterfeit products.
  • Illicit sales generate a deficit of 6 billion euros a year that is not invested in key sectors such as health and education.
  • Local businesses suffer irreversible damage, leading to business closures and loss of economic activity in cities.
  • Counterfeit products also pose a serious risk to the health and safety of consumers.

A call for responsible consumption

The campaign, which will run during the weeks leading up to the Christmas holidays, aims to reach a wide audience, especially through social media. With clear messages and real examples, it aims to dispel the myths associated with the consumption of counterfeit goods, stressing that “we all lose out with this phenomenon.”

ANDEMA and Madrid City Council are firmly committed to promoting legitimate trade, supporting the local economy and protecting consumers. This Christmas, the message is clear: choose original, choose responsible.