Podcast: Combating Brand Piracy in the Digital Age
Counterfeiting has long been more than just a problem with designer bags. On the HWZ live podcast «stefanundstefan,» trademark attorney Marc Wullschleger explains how companies combat trademark piracy—and why AI is changing the landscape.
Combating counterfeiting has long since become a key strategic priority for many companies. What used to affect primarily luxury goods manufacturers has evolved into a global digital challenge that impacts industries of all kinds. Online stores, social media, and artificial intelligence make it easier to produce, market, and distribute counterfeit goods worldwide.
Counterfeits Beyond Luxury Goods
In the latest episode of the HWZ live podcast «stefanundstefan,» the two hosts, Stefan Eggenberger and Stefan Vogler, join forces with trademark attorney Marc Wullschleger to explore the mechanisms behind the counterfeit goods trade. It quickly becomes clear that the problem is no longer limited to designer products. Medications, machine parts, and other safety-critical goods are now also being counterfeited—with potentially serious consequences for consumers and businesses alike.
The discussion focuses on questions that are increasingly on the minds of brand managers: Why do people buy counterfeit products? What impact do influencers and social media have on the spread of counterfeits? And how can brands effectively enforce their rights?
AI as a Tool—on Both Sides
The discussion focuses particularly on the role of artificial intelligence. According to the program, AI-based technologies are said to open up new possibilities for counterfeiters while also helping companies detect suspicious listings on platforms. This dual nature of AI makes the fight against brand piracy a constantly evolving battle of wits.
Marc Wullschleger, a partner at Isler & Pedrazzini and president of Stop Piracy since 2023, offers both legal and practical insights. His key message: Companies must secure their intellectual property rights early on, consistently monitor markets and platforms, and respond quickly in the event of an emergency.
Combating brand piracy requires strategy and speed
The series of episodes in «stefanundstefan» illustrates that effective measures against product piracy must be proactive, not reactive. Companies that fail to adapt their protection strategies to the pace of the digital world risk not only financial losses but also damage to their reputation.
Click here to listen to the episode: stefanundstefan | Brand Piracy in the Digital Age
