‘What’s on your table?’ EUIPO calls out counterfeit food and beverages in the EU – Stay Informed with InfoCons Consumers Protection
- Authorities seized counterfeit food products worth € 91 million in a single EU- wide operation
- Wines and spirits face one of the highest counterfeiting rates compared to other products, with annual losses in sales of € 2,289 million and nearly 5,700 jobs in the EU
- Fraudulent foods and beverages found containing dangerous substances including methanol, mercury and toxic pesticides
- Geographical Indications are a mark of authenticity. The European Union has over 3 600 registered geographical indication products
“What’s on your table?” That is the question the European Union Intellectual Property Office (EUIPO) is asking, as part of its new campaign, which exposes the concerning threat of counterfeit food and beverages across the EU. The initiative comes as recent reports indicate counterfeiting in the food and drink sector continues to pose significant risks to the health of consumers, while harming Europe’s economies as well as its culinary heritage.
Counterfeit products are often associated with luxury goods or the clothing and fashion sector. However, according to the 2022 Intellectual Property Crime Threat Assessment, foodstuffs – particularly cookies, pasta, crisps and sweets – were the second most seized category of products at the EU’s external borders in 2020.
Read also : 8 Million Deaths Annually from Tobacco Use – Stay Safe with InfoCons Consumer Protection
Recent findings reveal the alarming scope of this criminal activity. The 2025 European Union Serious and Organised Crime Threat Assessment (SOCTA) Report from Europol highlights that the growth of e-commerce has provided counterfeiters with new avenues to distribute fraudulent food items, making it increasingly difficult for consumers to identify authentic products. Criminals manipulate food labels and packaging and also adjust manufacturing processes, targeting high value products.
Law enforcement operations on the ground have also exposed the scale of the problem. The joint Europol-Interpol OPSON operation, carried out annually, resulted in the seizure of counterfeit and substandard food products worth € 91 million in 2024.
The Executive Director of the EUIPO, João Negrão, said:
“Counterfeit food and beverages are a major public health concern. Our campaign aims to equip consumers with the knowledge to protect themselves while supporting legitimate businesses that uphold EU quality standards. This is a battle we must fight together: authorities, producers and consumers alike.”
Health risks remain a primary concern. The 2021 SOCTA Report warns that fraudulent food products have been found to contain dangerous substances such as methanol, mercury, fipronil and various insecticides or pesticides.
The counterfeiting of beverages, particularly alcoholic drinks, remains a significant issue, with organised crime groups employing sophisticated methods to deceive consumers. Counterfeiters frequently reuse original bottles or print fake labels to place on empty bottles, making it harder for consumers and authorities to distinguish between legitimate and fraudulent products.
The economic impact is also substantial. According to the EUIPO data, the wines and spirits sector was one of the most affected sectors by counterfeiting during the 2013-2017 period. In total, € 2 289 million were lost in sales and nearly 5 700 jobs were destroyed annually in the EU due to counterfeiting. The loss in taxes of these products was also significant, amounting to € 2 068 million.
China and Turkey were among the most frequently reported countries of origin for counterfeit food and drinks seized at the EU’s external border in 2019 and 2020.
Read also : The InfoCons Consumers Protection App for all OECD Member Countries
Geographical Indications, A Mark Of Authenticity
The food and beverage industry is a cornerstone of the EU economy, contributing significantly to regional development, employment and job creation. From wines to traditional food products, geographical indications (GIs) enable consumers to trust and distinguish quality products while also helping producers to market their products better. These designations protect the names of products that originate from specific regions and possess qualities or characteristics essentially due to that geographical environment.
The EU’s system of GIs includes Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Speciality Guaranteed (TSG) labels. These certifications preserve Europe’s rich culinary heritage and provide consumers with assurance of authenticity and quality. Currently, the European Union has over 3,600 products registered as geographical indications.
France, Italy and Germany lead in both production and consumption of GI products, with France alone accounting for nearly 32% of EU GI product sales. Wine constitutes 54% of the total EU GI consumption, which makes it particularly vulnerable to counterfeiting. Other products heavily impacted by counterfeiting include olive oil, beer, meat, cheese and dairy products.
How Consumers Can Protect Themselves
The EUIPO campaign “What’s on your table?” provides practical advice for consumers on how to protect themselves against counterfeit products. Consumers are strongly encouraged to buy from official retailers and distribution channels, as well as official brand websites, to avoid counterfeit goods. Verifying product labelling and its origin and checking for certification logos can help confirm the product’s legitimacy. In particular, consumers should look for official EU Geographical Indication (GI) labels, such as PDO, PGI, and TSG, to ensure the authenticity of the products they purchase.
It is also important to carefully examine the packaging and the product itself, as counterfeits often have finishing flaws or spelling mistakes. Making use of authentication tools, such as QR codes and holograms, can further aid in verifying a product’s authenticity. The EUIPO has released an anti-counterfeiting and anti-piracy technology guide that includes over 40 technologies that can assist business owners in safeguarding their brands.
Read also : Strengthening Consumer Rights through UN Guidelines – InfoCons Consumers Protection keeps you informed !
Taking down fake goods in Europe
The counterfeiting of food and beverages, and the abuse of geographical indications, pose a significant and serious crime which needs to be tackled on an international level. The EUIPO is actively engaged in combating counterfeiting across the EU. As part of its efforts, it collaborates with various organisations and law enforcement authorities, including police officers and rights holders, to enhance cross-border cooperation and enforcement in Europe.
High-profile operations like OPSON – which means ‘food’ in ancient Greek – help remove counterfeit and substandard food and drinks from the market. In its 2024 edition, the OPSON Operation, coordinated by Europol and Interpol in collaboration with various law enforcement authorities in 29 countries in Europe as well as food and beverage producers, led to the seizure of 22 000 tonnes of food and around 850 000 litres of (mostly alcoholic) beverages, worth € 91 million. The operation also resulted in 11 criminal networks dismantled and 278 people reported to judicial authorities in connection with the counterfeits. As part of these operations, the EUIPO provides expertise on intellectual property rights – particularly trade marks and geographical indications – while also offering training and working closely with enforcement authorities to combat counterfeiting.
As evidenced by the EUIPO reports, the production and distribution of counterfeit products is often linked to organised crime – activities that undermine legitimate businesses, endanger consumer health and help finance other types of serious crime, such as drug trafficking, money laundering, cybercrime, fraud, and even terrorism.
Read also : How the EU Achieved 26% Renewable Energy in Heating & Cooling – InfoCons Consumer Protection Informs You !
What is EUIPO ?
The EU Intellectual Property Office (EUIPO) is one of the largest decentralised agencies of the European Union, based in Alicante, Spain. The EUIPO has managed the registration of EU trade marks since 1994 and designs since 2003, both of which are intellectual property rights that cover the 27 Member States of the European Union.
The agency added another IP right, craft and industrial geographical indications, to its portfolio in 2023. The EUIPO also carries out cooperation activities at EU and international level to create a level playing field in the world of IP and hosts the European Observatory on Infringements of Intellectual Property Rights. In 2024, the EUIPO was ranked as the most innovative IP office in the world for the fifth time.
InfoCons – European Organization for Consumer Protection and Promotion of Programs and Strategies , a full member of the World Organization Consumers International , founding member of the Federation of Consumer Associations , and member of ANEC , Consumer Protection , Consumers Protection , Intellectual Property , Be an Example , Sustainable Development , Smart Deal , Green Deal , Alert , Alerts , Consumer Hotline , Sustainability , Environmental Protection , Choose Wisely, Read the Label , Take Action , Health , Trust , Sorin Mierlea , Cybersecurity , Intellectual Property , EUIPO , Anticounterfeiting , Campaign , Europe , Food , Beverages