The Spanish Patent and Trademark Office launches its annual campaign to stimulate the purchase of original products

The Spanish Patent and Trademark Office, O.A. (SPTO) annually carries out, in accordance with the Annual Institutional Advertising Plan of the General State Administration, an awareness campaign on the counterfeiting of goods and merchandise and its social and economic consequences. In 2023 the campaign has started on Friday, November 24 to coincide with Black Friday, one of the annual peak periods for consumer purchases, along with Christmas.

The presentation of the campaign was presided over by the Director of the SPTO, Aida Fernández. It was attended by representatives from the public sector involved in the fight against counterfeiting, such as the State Security Forces and Corps, and from the private sector, such as consumer associations and brand representatives, among others. Representatives of the Madrid Customs Surveillance Unit and the Consumer and User Council stressed the need to continue informing and raising consumer awareness of the harm and risks of using counterfeits.

This year's campaign with the slogan THE HARM OF COUNTERFEITS IS REAL aims to inform and raise awareness that the consumption of counterfeit products causes businesses to close, puts health at risk, or contributes to global pollution.

The creativity is based on an original and impactful design in which counterfeit products are mixed with their real effects and damage, so that they are integrated with the collage technique to create a visual effect that shows the real impacts of buying counterfeit products.

As the creative agency Amundsen said, “the objective is to show consumers the reality of the damage caused by counterfeit products and make them aware of it. Through a play on words, we go from fake to real by putting them between two choices in a direct way. We make them take a stand. We want to open their eyes through visual impact as well as a direct message that puts reality on the table".

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