BERLIN (dpa-AFX) - Germany, Brazil, or Spain? Ahead of the Football World Cup, experts warn that an especially high number of counterfeit jerseys are in circulation. Demand for fan merchandise surges around major sporting events, said Julia Hentsch, Head of Legal and Consumer Policy at the Markenverband (German Trade Mark Association). 'Experience shows that the supply of counterfeits also increases significantly as a result.' An overview of the issue:

What is the economic damage caused by counterfeit products?

Counterfeit jerseys are not recorded anywhere. The trend is therefore difficult to quantify. The market operates in the shadows, says Hentsch.

According to a 2024 estimate published by the European Union Intellectual Property Office (EUIPO), counterfeit sporting goods cause approximately 850 million euros in damage annually within the European Union. This corresponds to about eleven percent of the sector's turnover. According to the analysis, Germany is among the countries most affected. The EUIPO states that product counterfeiting in the clothing, cosmetics, and toy sectors results in the loss of approximately 200,000 jobs in the EU every year, 40,000 of which are in Germany.

In 2025, customs authorities seized approximately 4.6 million counterfeit products with an estimated value of nearly 450 million euros. A breakdown specifically for jerseys is not available. 'It distresses me to hear that people buy counterfeits. There is too much of a cheapskate mentality,' says Intersport CEO Alexander von Preen. He argues that one must value what retailers and manufacturers bring to the market.

How many people buy counterfeit jerseys - and why?

Nearly one in five (19 percent) in Germany has - whether online, at markets, or in shops in holiday resorts abroad - purchased a football jersey once or multiple times that was likely not an original product. This is shown by a representative YouGov survey of approximately 4,000 people aged 18 and over, conducted on May 19. The proportion is highest among those aged 18 to 24 (31 percent).

There is a market for counterfeit jerseys, says a spokeswoman for the German Patent and Trade Mark Office. Consumers themselves contribute to this through conscious or unconscious purchases. According to expert Hentsch, many primarily see the price advantage. While jerseys in holiday resorts are often available for 15 or 20 euros, an original product costs around 100 euros. According to a 2023 EUIPO analysis, about one-third of Europeans consider the purchase of counterfeits acceptable if the original is too expensive.

In economically difficult times, imitation products are welcome 'because they protect the budget,' says Intersport CEO von Preen. The stronger the desirability of certain products, the higher the probability of counterfeits. However, true fans are keen to have an original of appropriate quality. Sales of World Cup jerseys are going 'very well,' according to von Preen.

How can you recognize counterfeit jerseys?

'The chances of getting a genuine Adidas jersey at tourist weekly markets are in the per mille range,' says Hentsch. Original manufacturers distribute their products through authorized providers - not through itinerant traders at markets or dubious websites. Consumers should be cautious of supposed bargains, she advises. 'Anyone who wants to be sure of buying an original should look for trustworthy points of sale.'

Counterfeit jerseys are usually not recognized by a single feature. 'Counterfeits can often be identified by visibly poor workmanship. For example, when seams come loose or prints are messy. Consumers should therefore pay attention to both product quality and the sales environment.' Some manufacturers, such as Adidas, now rely on security features like QR codes or special labels.

What risks do counterfeits pose?

'Unregulated or counterfeit products often contain hazardous substances in concentrations far exceeding permissible limits,' says Hentsch. These include phthalates, lead, formaldehyde, or PFAS (per- and polyfluorinated alkyl substances). These substances are suspected of having hormonal effects, triggering allergies, or being harmful to health in the long term. Counterfeits are often produced under appalling conditions - involving child labor, without occupational safety, and lacking quality controls, Hentsch emphasizes.

What penalties do sellers and buyers face?

'The sale of counterfeit branded goods violates the Trademark Act and can be considered trademark infringement or fraud,' says Hentsch. This can lead to fines or prison sentences of up to 3 years, and in serious cases, even up to 5 years. According to Hentsch, buyers are usually less affected by criminal consequences, as private purchase is not a criminal offense in Germany. Nevertheless, risks exist. 'If, for example, a fake jersey is ordered from outside the EU, customs can seize the goods. The buyer does not receive the item, and the money is usually lost.'

Depending on the country of travel, however, the private acquisition of counterfeit branded goods can also lead to fines or prison sentences - for example, in Italy. 'Anyone who wants to ensure they don't end up in handcuffs is better off avoiding supposed jersey bargains at markets or from street vendors.'

Adidas states that it primarily takes action against dealers and importers of counterfeit products as well as against so-called fake shops. A spokesperson said the company works closely with authorities to consistently prosecute trademark infringements. Consumers are advised to purchase products from specialist retailers or directly from Adidas.

Why is it so difficult to take action against illegal trade?

Taking action against product and brand piracy across borders and continents is extremely complex, the German Patent and Trade Mark Office emphasizes - especially since it often involves a fight against organized crime. According to Hentsch, local authorities often hesitate to prosecute tourists to avoid jeopardizing the vital tourism sector.

On the internet, the expert says that law enforcement is a slow process. Real names of sellers are often difficult to determine. The providers are generally based abroad. Enforcement is lengthy and expensive - with uncertain prospects of success. The Markenverband and the German Retail Federation (HDE) are pushing for stronger controls, clear liability for online platforms, as well as more staff and better equipment for customs and market surveillance./cr/DP/zb