50th Jubilee of the “Plagiarius” Award Highlights the Ongoing Fight Against Innovation Theft

The negative award “Plagiarius” marked its 50th anniversary on 6 February 2026, once again drawing public attention to the persistent problem of product and brand piracy and its damaging impact on the economy, the environment, and consumers.

Product and brand piracy remains a lucrative billion-euro business, benefiting a wide range of actors—from unoriginal competitors and low-cost suppliers to online platform operators in third countries and even organised criminal networks. These practices undermine legitimate trade and flood the European market with cheap goods and counterfeits that are frequently untested, misdeclared, and non-compliant with EU safety and quality standards.

The consequences extend far beyond lost revenues for rights holders. Counterfeit products pose serious risks to consumer safety, distort fair competition, and often have a significantly higher environmental footprint. In response, European business and trade associations are calling on policymakers to enforce existing legislation more swiftly and consistently.

Key demands include stronger liability and preventive obligations for online platform operators, higher penalties for infringements, and the introduction of a legally binding “stay-down” requirement to ensure that removed counterfeit products do not reappear online. In addition, customs and market surveillance authorities are urging increased staffing levels and access to modern IT tools to strengthen border controls and market checks.

Education also remains a crucial element in tackling piracy. As long as demand for counterfeit goods persists, the business model will continue to thrive. Raising awareness among consumers about the economic, social, and environmental consequences of buying fakes is therefore seen as essential.

The Plagiarius campaign has, for five decades, used public exposure as a tool to combat plagiarism and counterfeiting. By awarding its notorious negative prize to particularly blatant cases, Plagiarius continues to send a clear message in support of innovation, originality, and fair competition.

See here the Prize Winners of Plagiarius 2026