Communication for Development and Advocacy Consult (CDA Consult) has launched a nationwide campaign dubbed “The Trust Economy – Verify Before You Buy” to combat the growing menace of counterfeit products in Ghana’s markets.
The initiative seeks to encourage consumers to make product verification a routine practice before purchasing goods, while promoting shared responsibility among manufacturers, retailers, regulators and consumers in the fight against fake products.
Launching the campaign during a stakeholder engagement in Tema, Executive Director of CDA Consult, Francis Ameyibor, expressed concern over the increasing circulation of counterfeit electronics, cosmetics, pharmaceuticals, food items and automobile parts across both formal and informal markets.
According to him, the proliferation of fake goods is not merely the result of weak enforcement but is largely driven by consumers who purchase products without verifying their authenticity.
He noted that many shoppers only realise they have bought counterfeit products after returning home, by which time the sellers have moved on to deceive other unsuspecting buyers.
“When verification is skipped, demand for fake products remains high and the cycle continues. Verification is the first line of defence against counterfeit goods,” Mr. Ameyibor stated.
He explained that counterfeit products thrive because consumers rely on trust instead of proof when making purchases.
“Counterfeit products will not win if we stop giving them the space to thrive. The moment consumers decide to check, scan or ask for proof before buying, the market for fake products begins to shrink,” he stressed.
Mr. Ameyibor warned that the consequences of counterfeit products extend beyond financial losses, posing serious threats to public health and safety.
He indicated that fake medicines could worsen illnesses, substandard electrical appliances could cause devastating fires, counterfeit cosmetics could result in severe skin complications, while fake automobile parts could contribute to fatal road accidents.
He further noted that counterfeit trade also undermines legitimate businesses by reducing revenues, destroying jobs and eroding consumer confidence in genuine brands.
The Executive Director lamented that many consumers often prioritise cheaper prices and convenience over product authenticity, neglecting basic verification measures such as checking QR codes, serial numbers, holograms, scratch panels and authorised dealer information.
He observed that the rapid growth of online shopping has further complicated the situation, as counterfeiters increasingly use professional-looking images to market fake products, while buyers rarely verify products directly with manufacturers.
He also expressed concern that many victims of counterfeit products fail to report such incidents to regulatory authorities, allowing dishonest traders to continue operating with impunity.
To reverse this trend, CDA Consult has outlined an ambitious two-year campaign that will provide public education, retailer training and support for brand authentication systems across all 16 regional capitals and about 150 district capitals.
As part of the campaign, consumers are being encouraged to verify products using official manufacturer platforms and USSD codes, purchase only from authorised dealers, inspect security features such as tamper-proof seals and holograms, and promptly report suspected counterfeit products to regulators and brand owners.
Mr. Ameyibor described the campaign as a shared responsibility initiative, insisting that manufacturers must simplify verification processes, retailers should stock only genuine products, the media and community leaders must intensify public education, while consumers should insist on verifying every purchase.
He emphasised that as Ghana’s retail and e-commerce sectors continue to expand, trust must become the foundation of every transaction.
According to him, “verification is not an extra step; it is the step.”
The “Trust Economy – Verify Before You Buy” campaign is expected to mobilise consumers, businesses, regulators and development partners to strengthen confidence in Ghana’s marketplace while reducing the circulation of counterfeit, expired and falsely labelled products.
