Take a look at the latest advertising campaign of the OEPM “Buying original products, we all win” which promotes responsible shopping

The Spanish Patent and Trademark Office, O.A. (OEPM) has launched the institutional advertising campaign “Buying original products, we all win” with the aim of promoting responsible shopping during the peak periods of the year, which are Black Friday and Christmas.

The falsification of goods and merchandise causes fiscal losses to the State and the other Public Administrations, as well as job losses for citizens. In addition, various studies have shown that the purchase of counterfeit products poses a risk to the safety and health of consumers. This has been demonstrated in numerous studies carried out by the European Union Intellectual Property Office (EUIPO).

These studies show that not only counterfeit drugs have a direct impact on consumer health, but other products such as toys or clothing can pose risks to the consumer, for example exposure to dangerous chemicals and toxins caused by the poor construction of the products, the use of low-quality articles and components, the ignorance of the regulations, or the security mechanisms.

Moreover, given the anomalous circumstances experienced in the current year 2020, it is worth noting the economic damage caused by the acquisition of counterfeit products in commerce. The legal sale of products generates an economic flow that favors local commerce, promoting the creation of brands and protecting their rights, within innovation and competition, as well as the contribution through taxes that positively affects the whole of society.

Given the obvious importance of the subject, it is necessary to teach society about the negative consequences of the acquisition of counterfeit products on health, the economy, employment, legal trade and innovation.

Under the idea "Buying original products we all win", and the motto: "Responsible purchase. Create future” the campaign emphasizes the importance of buying original products, thus helping to maintain and generate employment in our own environment in an optimistic tone.

The campaign has been broadcast since November 23 and has been extended until December 2. It is aimed at the general population and, more specifically, at consumers between 14 and 30 years old.

It is developed under 3 tactical messages that respond to three of the sectors hardest hit by the purchase of counterfeits: technology, toys, and the health sector. In addition, to communicate the direct economic benefit for our own environment, emphasis is placed on the loss of quality and guarantee that the purchase of counterfeits implies.

“Buying original products, we all win” has been available on television, radio and digital media, and has had a reach of more than 66% on Television, almost 30% on the Internet and 43% on Radio.

The official presentation of the campaign to the media was made by the Minister of Industry, Commerce and Tourism, Reyes Maroto, at the headquarters of the Ministry on November 27. The event was opened with a speech by the Undersecretary of the branch, Pablo Garde, who spoke of the importance of the consumption of original products and offered data from the latest studies published by EUIPO.

After this, a round table was held moderated by the Director of the OEPM, José Antonio Gil Celedonio, and in which there was representation from the private sector, specifically Jose Antonio Moreno, president of ANDEMA, Ignacio Larracoechea, president of Promarca, Ileana Izverniceanu, spokesperson for OCU and María González Gordon, representing the International Trademark Association (INTA). At the table, issues related to the damage caused by the consumption of counterfeits were discussed and proposals were offered to contribute to the fight against them.

The event closed with a speech by the minister that confirmed the ministry's commitment to supporting responsible consumption and the fight against counterfeiting.

The campaign material consists of a television spot, a radio spot, and graphic material. The spot can be seen in its versions in different languages at the following links:

Spanish: https://youtu.be/F9gJVzjjGWw

Catalan: https://youtu.be/3piY0kt6RCM

Euskera: https://youtu.be/UnmzYYBzx9Q

Galician: https://youtu.be/2EBjdp4XojI

Valencian: https://youtu.be/mr0jb25ud7E

English: https://youtu.be/9WSx-aVS_oU