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ARTICLE · 25 JANUARY 1999

Cheat The Cheats

Rouse & Co. International
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United KingdomMedia, Telecoms, IT, Entertainment
CHEAT THE CHEATS:

Stuart Adams, a member of the BBG's counterfeiting Sub-Committee, reports on the economic (and sometimes human) damage caused by counterfeiters-and worse, by consumers who knowingly and happily buy second rate fakes.

Many readers of BBG Calling will be aware of the advertising industry's slogan "No advertising; No choice." This is only two-thirds of the story, however. Why? Because advertisers the necessarily require goods to advertise, and those goods are "branded" products - "branded" because the manufacturer need a unique identity to differentiate his product from those of his competitors. So "No brand; No advertising; No choice' would be a more complete slogan.

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