Major UK trade body moves to pull the plug on electrical counterfeits

The seminar by the Electrical Installation Equipment Manufacturers Association (EIEMA), will be part of a strong British participation in Middle East Electricity 2002, the region's main exhibition and conference for the power and electricity industry.

"Over the past two years the EIEMA has become increasingly aware that on a worldwide basis the answer to the problem of counterfeits in not that obvious," said Dave Dosset, the Association's Director and Company Secretary.

"Take the one million circuit breaker poles, all famous-name branded, found in a single factory in China at the end of last year which were, in fact, no more than push button switches. Then there's the extension leads, again branded with an EIEMA member's logo, which blew up when we tried in desperation to get power to our projector at a top international hotel in Nigeria."

The EIEMA, which plays a leading role in developing national,
international and European standards, warns producers that if they ignore the problem, they will all but lose their brand to forgers.

"The first piece of advice is do not ignore the problem, it will not go away," said Dossett. "The company that makes a decision to fight back needs to develop an anti-counterfeit strategy, which must include product protection, direct action against the perpetrators and indirect action, such as raising awareness."

The EIEMA, which has a membership boasting some of Britain's biggest industry names and which together have an annual turnover exceeding US $1.2 billion, says the Middle East market can be vulnerable to the counterfeit trade.

"Dubai, which is a major trading post for electrical products, and Yemen, with its rapidly expanding consumer demand, are two areas where we wish to build awareness of the problem," said Dossett. "A quarter of all our members' products are exported and we want to ensure that their brands, their reputation, their business and the consumers are protected.

"The good news is that in many Middle East countries laws against
counterfeits now exist and the authorities are willing, in general, to implement them. We want to reassure traders in genuine EIEMA member products that we are working hard to protect them from unfair competition."

According to the EIEMA, solutions to the fakes problem could include positive product identification, such as microdots and holograms.

"Direct action also means finding out where counterfeit products are being sold, tracing the manufacturing back and taking legal action against both the makers and sellers," said Dossett. "Indirect action is best achieved by working together to draw the attention of market players and authorities to the scope and the scale of the problem and the potential damage it can do to businesses."

Though the EIEMA seminar is initially aimed at regional industry movers, Dossett says the end-user must also be brought into the equation.

'Consumers should also be aware that buying these cheap products can be extremely dangerous and lead to death. They must check that the electrical products they buy are genuine," he said.

IIR Exhibitions, which organises Middle East Electricity is backing the EIEMA anti-counterfeit campaign with a pledge to exhibitors and visitors that all fakes are outlawed from the show.

"The industry worldwide is currently suffering from the spread of
counterfeiting and as we work hand-in-hand with this important sector to build international relations and business, we believe it's our duty to lend the campaign our utmost support," said Sarah Woodbridge, Project Manager, Middle East Electricity.