The Fake Factor – Why We Love Brands But Buy Fakes

Making fakes and selling them dates back at least to Roman times, but in the twenty-first century it is booming . Current estimates are that counterfeits account for up to 7 percent of all world trade. This includes not only world-famous fashion brands, but also the likes of football shirts, Harry Potter books, cricket memorabilia, fake Smurfs and disabled parking permits. Some fakes – like baby milk and drugs – can be seriously hazardous, and all of them threaten legitimate trade.