CDA Consult urges consumers to verify products before purchase to combat counterfeit goods

The Communication for Development and Advocacy Consult (CDA Consult) has raised concerns over the growing circulation of counterfeit goods in Ghana, attributing the problem partly to consumers who purchase products without verifying their authenticity.

The organisation says fake products continue to infiltrate both formal and informal markets because many shoppers only attempt to verify their purchases after leaving the point of sale.

The warning forms part of CDA Consult's nationwide "Verify Before You Buy" consumer protection campaign, which seeks to encourage the public to make product verification a routine part of every purchase.

Speaking during an engagement with stakeholders in Tema on Wednesday, Executive Director of CDA Consult, Mr. Francis Ameyibor, said counterfeit electronics, cosmetics, medicines, auto parts and food products continue to gain ground largely because consumers often prioritise price over authenticity.

“When verification is skipped, demand for fakes stays high, and the cycle repeats. Verification is the first line of defense," Mr. Ameyibor stated.

He said counterfeiters thrive when consumers rely on trust instead of proof.

“Counterfeit products will not win if we stop giving them space to thrive.

“The moment a consumer chooses to check, scan, or ask, the market for fakes begins to shrink. Say no to fake products by making verification part of every purchase. It is that simple and that powerful," he indicated.

Mr. Ameyibor stressed that counterfeit products pose serious health and safety risks in addition to causing financial losses.

“Fake medicines can worsen illness. Substandard electrical items cause fires. Unregulated cosmetics lead to skin damage. Fake auto parts fail on the road. The economic cost is also heavy, with genuine businesses losing revenue, jobs, and brand trust,” he affirmed.

He expressed concern that many consumers fail to check serial numbers, QR codes, holograms and authorised dealer information before making purchases. He added that the rapid growth of online shopping has made it easier for counterfeiters to market fake products using professional-looking images, while buyers often neglect to confirm authenticity with manufacturers.

According to him, many consumers who later discover they have purchased counterfeit products fail to report the sellers, allowing the illegal trade to continue unchecked.

He said changing consumer behaviour is critical to tackling the problem, urging shoppers to make product verification as routine as checking expiry dates or requesting receipts.

Mr. Ameyibor disclosed that CDA Consult has begun implementing public education programmes, retailer training and support for brand authentication systems as part of the first phase of the campaign, which will cover all 16 regional capitals and 150 district capitals over the next two years.

The campaign encourages consumers to look out for security features such as holograms, scratch panels and tamper-evident seals, use manufacturer verification platforms or USSD codes where available before making payment, purchase products from authorised dealers and always request proof of authenticity.

He also urged consumers to report suspected counterfeit products to regulators and brand owners.

“Every verified purchase is a vote against counterfeiters. When consumers consistently demand proof, retailers will also demand proof from their suppliers. That is how we cut the supply chain,” he said.

Mr. Ameyibor described the "Verify Before You Buy" initiative as a shared responsibility campaign that extends beyond regulatory authorities.

“Manufacturers must make verification easy. Retailers must stock and sell only verified stock. Media and community leaders must spread awareness. And consumers must insist on verification every time,” he stated.

He added that Ghana's expanding retail and e-commerce sectors can only thrive if consumer confidence is strengthened through product authenticity.

According to him, in a marketplace where a counterfeit medicine or fake phone charger can have life-threatening consequences, product verification is not optional but essential.

The "Verify Before You Buy" campaign seeks to shift consumer behaviour from passive purchasing to active verification while promoting shared responsibility among consumers, retailers, regulators and law enforcement agencies in combating counterfeit goods, expired products, mislabelled items and other forms of consumer fraud.

CDA Consult said the initiative remains open to partnerships with trade associations, consumer groups and development partners committed to promoting higher standards of product safety and authenticity across Ghana.

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