We’re supporting The Intellectual Property Office’s (IPO) latest awareness campaign focussing on beauty and hygiene products.
The “Choose Safe not Fake” campaign focusses on beauty and hygiene products, with research by the IPO finding that many consumers are not aware of the risks of using fake products.
The research identified that consumers purchasing such counterfeits wrongly assumed them to be produced in similar – or even the same – conditions as genuine products and were typically unaware of the health risks using them poses.
Images taken during the course of enforcement activity, where such products have been seized, paint a different picture:
Testing carried out on a selection of seized counterfeit beauty and hygiene products showed them to contain carcinogenic ingredients such as arsenic, lead and mercury.
Samples were also found to contain rodent urine and equine faeces, providing further evidence of their unsanitary production.
Taking inspiration from the aesthetics of typical beauty ads, the campaign brings together influencers, targeted social media advertising and press to reveal these shocking and often dangerous ingredients, helping empower consumers to make informed choices.
This builds on previous consumer campaign activities undertaken by the IPO since the publication of its ambitious 5-year counter-infringement strategy, as the office continues to deliver on its commitments to raise public understanding, and ultimately respect, for IP rights.
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