BEAMAInstallation is reinforcing its continuous campaign to combat counterfeit electrical products with a new make-over of its hard-hitting 'Counterfeit Kills' film. Now entitled 'Counterfeit Kills - Protect Yourself', it's available on DVD:
The six minute long DVD
can be viewed here (and is also available as a CD Rom) and features a new creative treatment to highlight the potential dangers - fire, death, injury - and the impact on reputation and business by specifying/installing inferior quality 'copy cat' electrical products. Stressing the responsibility for ensuring that only genuine, quality products are used lies with all those specifying, purchasing and installing electrical accessories, the underlying message is for vigilance.
It also highlights the responsibility of national customs and market enforcement authorities to prevent their countries from becoming an illegal dumping ground for these lethal products. The DVD's aim is to help stem the use of counterfeit products at source, as well as to help ensure that the UK market does not suffer from a flood of these potentially lethal items as has happened elsewhere. BEAMAInstallation director Dave Dossett says: "Counterfeiting isn't restricted to producing forged Cup Final tickets and bank notes. It affects everything from designer clothes and watches to even the pills we take." The electrical industry is not immune. Copying electrical products is an illegal trade - globally.
It's an insidious, sizeable 'business'. "Annually, an estimated £30m worth of counterfeit electrical products reach the UK. The consequences of counterfeit electrical accessories entering the supply chain are damaging for everyone. For manufacturers, it means loss of revenue and reputation. While for wholesalers, contractors and specifiers, reputations are at stake if counterfeit products not meeting the required standards are supplied/installed. Life and death "For consumers it's safety - these inferior quality products could cause fires, explosions, injuries/fatalities. It's now a matter of life and death. Firm action is needed to combat the devious 'masterminds' behind this growing 'industry'."
Dossett explains: "'Copy cat' electrical products include: plugs, sockets, fuses, lamps, cables, MCBs, MCCBs, connectors and appliances. Sophisticated production techniques mean it is often difficult to distinguish counterfeit from genuine. However, many counterfeit products are not what they might seem eg circuit breakers with no breaker inside - just a switch. "Some copies are complete replicas - including product design, branding, packaging, internal components, external appearance. Others are of patents, trademarks, safety marks.
Most are sold at 'too good to be true' prices. "We must keep communicating the message in the UK - and globally - that product counterfeiting is a danger to consumer safety and a serious threat to the British electrical industry. "No action is not an option. Action can - and must - be taken, now!"
For free copies of BEAMAInstallation's new 'Counterfeit Kills - Protect Yourself' DVD phone: 020 7793 3013; email: cac@beama.org.uk.
Take action - anti-counterfeit goods tips:
Urging customs authorities/inspection agencies and governments world-wide to play their part in stamping out counterfeiters through tough procedures and deterrent penalties, the 'Counterfeit Kills' DVD suggests action key players in the supply chain should take in combating the counterfeiters - these are deterrents, none are foolproof.
Manufacturers should:
- Protect markets by registering brand names/trademarks
- Apply for patents/design registration
- Participate in customs watch programmes
- Maintain database of companies manufacturing/trading in counterfeits of your products
- Work with local partners
- Stamp/emboss security style company details on products if using labels, use ID systems/holograms.
Distributors should:
- Work with manufacturers, demonstrate you are supplying genuine products
- Be aware raid actions are taken against unscrupulous traders who are not exempt from prosecution
- You have a legal responsibility to supply safe goods to customers. Specifiers/contractors
- Only obtain products from authorised, official distributors
- Question if the price is too good to be true
- Check samples provided with tender/contract, test certificates/documentation
- Never assume goods are genuine - check labelling/packaging
- Look out for potential counterfeit items mixed with genuine products
- If in doubt, always check with original manufacturer.
About 'Counterfeit Kills':
'Counterfeit Kills' was originally available on film and then as a CD. Over 20,000 of the CDs have been issued to electrical contractors, distributors, specifiers, consultants, local authorities and housing associations. It's also available in Arabic. 'Counterfeit Kills' plays a pivotal part in the fight against the large-scale manufacture of counterfeit products, which are not just threatening jobs and eroding market share of bona fide British electrical installation manufacturers, but are often such poor quality that they are potentially lethal.
Targeting electrical trade and related audiences, 'Counterfeit Kills' has been distributed worldwide. It receives a positive response and continues to be shown presentations to groups of UK contractors, wholesalers, industry associations.
About BEAMAInstallation's anti-counterfeit campaign:
BEAMAInstallation, has been successful with its anti-counterfeiting drive. Working with European Federation Orgalime it encourages co-operation between the EU and other countries to stamp out counterfeiting. Ten million counterfeit electrical products have been seized and destroyed. Twelve famous brands from five countries are involved.
There are also moves to join up with ANIE, the Italian federation, in a combined initiative against counterfeiters. Bticino, Italy's largest accessories manufacturer, has already joined the raid action. It is hoped industry groups in the USA (including UL), Canada and Spain will join the campaign, to increase the impact globally. The campaign continues developing with direct action projects in China, Kuwait, Jordan - and the UK. There are new actions in East Africa (Kenya, Uganda, Tanzania) and others planned in West Africa. BEAMAInstallation's working group has also masterminded direct activity in China, Dubai and Yemen, and advised members on activity in Oman.
However, more action by inspection firms and governments is essential. While free trade zones, as in the Gulf, are very useful for facilitating trade in products, WTO agreements (including TRIPS) still apply. These free zones should take care they don't become clearing houses for dangerous counterfeits. Local authorities and inspectors must get tougher. More controls are required to combat counterfeiting.
With lives at risk, countries lacking effective controls, like some in East and West Africa, must guard against becoming dumping grounds for unsafe counterfeit products. Smuggled, low price counterfeit goods also mean significant loss of revenue for countries with import tariffs. Reduced prices and duties arising from copied electrical accessories impact on countries' economies.
China remains a problem area as 95% of counterfeit products that potentially could kill are made there. There have been several successful 'Electric Dragon' campaigns involving up to 12 brands. Counterfeit products are still being found in large numbers. BEAMAInstallation believes stricter penalties must be introduced to discourage criminals from profiteering from this trade here and in the Middle East and Africa.
In Dubai, potentially lethal 'circuit breakers,' which are just push button switches, and in Yemen 600A 'fuses' with copper straps instead of fuse elements, were discovered. In Kenya, seized containers of counterfeit electrical products have been destroyed. While Yemen has seen a huge reduction in counterfeit products finding their way onto the marketplace.
The largest distributor reported a massive upturn in business concerning genuine products. It's not just UK brands - all well-known brands are targets. For example, 70,000 copy-cat Italian style socket-outlets and 80,000 American made circuit breakers have been found by 'accident' during raids. Throughout the Middle East, BEAMAInstallation-designed anti-counterfeiting posters have appeared in every electrical shop in Qatar, through work with the local authorities and Qatar's Ministry of Economics and Commerce. The message: counterfeit products are dangerous and it is a criminal offence to trade in them.
A new European Directive seeks to enforce intellectual property rights with retailers facing jail for knowingly selling counterfeit or copied goods The EU is preparing to consult on new proposals, under which those found guilty of peddling fake goods, and potentially jeopardising public health, would face a minimum prison sentence of four years, and fines up to 300,000 euros.
About BEAMAInstallation:
Dave Dossett is director of BEAMAInstallation - part of BEAMA - the British Electrotechnical and Allied Manufacturers' Association (celebrating its centenary in 2005). Also BEAMA's CEO, he is Chairman on the Board of Orgalime and chairs its anti-counterfeit taskforce. As the leading, independent, incorporated association of electrical equipment and cable management product manufacturers it represents 95% of the industry. Comprises 66 firms - from small owner managed niche market firms to UK divisions of large multi-nationals. Represented on committees and councils, it provides a strong point of contact between the industry and Government departments, EU bodies etc. Plays a key part in preparation of national, European, international standards, working closely with committees responsible for safety and performance and environmental impact.
For more information, contact: Dave Dossett at BEAMAInstallation; tel: 020 7793 3009; email: dd@beama.org.uk; web: www.beamainstallation.org.uk
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Related contacts
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BEAMA
Westminster Tower
3 Albert Embankment
London
SE1 7SL
Telephone: 020 7793 3000
Fax: 020 7793 3003 |
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Source: BEAMA Installation & James Hunt |
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