A company's digital risks do not end at the boundaries of its corporate infrastructure. The brand continues to exist on the internet regardless of how well its internal systems are protected.
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Toys and children's clothing from well-known brands are regularly subject to illegal copying. For rights holders, this is not only an infringement of intellectual property rights but also a serious reputational risk.
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If a company invests millions in building a brand but does not control its use online, the investment starts working for competitors.
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In 2026, the fight against counterfeit goods on marketplaces became noticeably more systematic. The situation was influenced by both legislative changes and stricter requirements for the platforms themselves.
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Will increased moderation really solve the counterfeit problem, or will rights holders still have to protect their brands themselves?
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Cosmetics are consistently among the categories at high risk for the spread of counterfeit goods. The consequences of these violations extend far beyond lost revenue and impact consumer safety.
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It is important for marketplace sellers to rethink their approach to their intellectual property, as AI now makes it possible to create product listings indistinguishable from the original in just a few minutes.
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A civil lawsuit has a systemic limit: it addresses the consequences of a specific violation. If the violator is an organized distribution channel, it makes sense to transition to criminal law mechanisms.
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In this article, we will examine where counterfeit products in this field come from, why they are dangerous, and what tools help to identify them.
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Why is this category of goods particularly attractive to infringers, and how can rightsholders build an effective protection strategy?
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