Page 17 - Ramco JO SACCOStar _Vol 50.indd

FOCUS ON COVID-19
CONSUMERS, beware
of COUNTERFEIT
SANITIZERS as we ?ght
By Tom Muteti, COVID-19 pandemic
Chief Public Communications O cer,
Anti Counterfeit Authority
There is unspoken fear among Kenyans on the
possible outcomes of using counterfeit products in
the wake of COVID 19. The fear has sunk to Kenyans
on how counterfeit products can jeopardize their health
and safety.
Under ordinary circumstances, trade in counterfeits looks
harmless and victimless to society. On several occasions,
the Anti-counterfeit Authority Inspectors together with
Kenya Police have had a rough time in downtown Nairobi
dealing with riotous crowds during illicit trade operations.
They had been profiled as anti-business.
Counterfeiting is driven by greed as explained by economists
in the “Free-rider" theory. It’s a market failure problem
as certain people obtain benefits from the expenses or
investment made by the rightful owners. It happens when
unscrupulous traders use known trademarks to sell their
products at the expense of the original manufacturers.
While the government may have made great efforts
towards preventive measures to deal with COVID-19, the
upsurge in demand for sanitizers and detergents could lead
counterfeiters to take advantage of this unique opportunity.
This crisis-driven demand coupled with a lack of trusted
consumer brands on our shelves could lead to ideal
conditions for product counterfeiting.
History can vindicate this argument. For example, during the
Ebola crisis, there was no vaccine available to treat infected Betty Maina and fill the gap by producing the much-
patients, so healthcare providers focused on treating the
symptoms and related infections that came along with the
disease.
Counterfeiters worked hard to get counterfeit versions of
common medications into the legitimate supply chain, as
demand for these goods rose.
While there are no reported seizures by the Anti-Counterfeit
Authority to this effect; it is, however, important to raise
consumer awareness on the possibility of this occurrence
and educate consumers on salient product authentication
aspects they can rely on.
There is need for consumers to be more vigilant in mitigating
risks of being a victim to this trade by using time tested
authentication measures that can be summarised as 4Ps.
The 4P Salient features
Check the price: Consumers should be wary of very low
prices from non-government subsidized known trademarks.
If it’s too cheap to be true, it probably is. Don’t fall victim to
buying products because of poor pricing. Consumers should
verify the brand they are buying with the manufacturers if
need be.
Check the Packaging and labelling: For inconsistencies
and errors such as spelling, designs, poor packaging and
product spillovers or dirty containers. These are indicators
of nonconformity to known standards.
Your Perception: Most brand owners rely on the much-
earned brand loyalty derived from a nostalgic experience
by buyers. By being repeat customers, they give
manufacturers a competitive advantage a key possession to
rational manufacturers. Consumers should trust their sense
of smell, touch, sight in seeing any physical characteristics
that are inconsistent with their experience.
Check the Place: Most known trademark owners have
defined routes to their markets. They have known
distributors, vans and production sites. Consumers need to
purchase from the known outlets and avoid new merchants
and online sites that may be conduits of counterfeit trade.
SMEs and local manufacturers need to rise to the occasion
as challenged by Cabinet Secretary, Industry and Trade
needed ventilators, face masks, and sanitizers to help fight
Coronavirus but also wipe out the chance for counterfeits.
Lastly, brand owners need to create consumer awareness
of how to buy legitimate products. For companies that sell
through distribution, they must maintain a list of approved
vendors and publish in a way that is easily accessible to
consumers.
While the demand may be too high to beat the optimal
production capacity, it is important to look at how the
developed world is handling the pandemic and there are
lessons for us to adopt.
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