Generation Z: Committed to the Truth Through Andema

The Association for the Defense of Brands (Andema) has launched an awareness campaign aimed at young people aged 15 to 24, to highlight the real impact of counterfeiting on society. This initiative, conducted in collaboration with Amazon, features influencers Hernán and Rodrigo Navarro, two twins with nearly 200,000 followers on Instagram, to connect with the younger audience through digital platforms.

The Navarro brothers have posed a series of questions aimed at understanding young people’s perceptions about buying counterfeit products. The topics discussed include personal buying experiences, the risks associated with such transactions, and the identification of the three European Union countries where the most counterfeit products are purchased. In a video they shared on their networks, they warn about the dangers of consuming counterfeits, mentioning that even a lower-quality perfume can cause skin damage. According to recent studies by the European Union Intellectual Property Office (EUIPO), Bulgaria, Spain, and Ireland are among the countries with the highest consumption of counterfeit products.

At the end of this interaction, Hernán and Rodrigo Navarro invite their followers to sign an “anti-fake contract,” committing to prefer original products and reject counterfeits. This contract can be downloaded via a link provided in the campaign.

Gerard Guiu, the general director of Andema, emphasizes the importance of young people understanding the consequences of their purchasing decisions. “It’s not just about distinguishing between an authentic product and a counterfeit one; it’s about understanding what lies behind each purchase. Buying fake products not only supports an illegal market but also exposes real health risks, harming creativity and innovation,” Guiu states.

For their part, the Navarro brothers express their desire for their generation to become aware of the impact that their purchasing decisions can have. “Choosing the authentic not only means supporting the work and creativity behind a brand but also protecting our own health. Our goal is to demonstrate that choosing original products is a responsible decision that helps eliminate the counterfeit market,” they affirm.

This campaign aims to raise awareness of the risks associated with purchasing counterfeits, highlighting the need to foster a more conscious consumption culture among young people. The action is presented as a first step to promote education, institutional action, and social work around this harmful phenomenon.