- 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. In Malta alone, €2 million in sales are lost each year in this sector.
“What’s on your table?” That is the question the European Union Intellectual Property Office (EUIPO) is asking, as part of its campaign for World Anti-Counterfeiting Day, 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 bordersin 2020.
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 millionin 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.
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.
