Get the app today! Download iPhone App Download Android App

UK Consumers Misled By Imitation Own Brand Products

Published on Apr 16 2013 10:36 AM in Private Label

UK Consumers Misled By Imitation Own Brand Products

A Which? report in the UK has found that consumers are being misled by some private label brands imitating established ones.

The study found that most major brands have a recognisable own brand equivalent in most of the major supermarkets and 20 per cent of consumers surveyed had bought an imitation brand by mistake.

Of those consumers, 38 per cent felt misled and 30 per cent felt annoyed by retailers selling said products.The report states, "Own-label equivalent products can be a good thing…but some products walk a fine line between suggesting a similarity with an established brand and confusing consumers to the point where they end up buying the wrong item by accident."


In March, the European Commission announced its intention to tighten up EU-wide regulations under the Unfair Commercial Practices Directive (UCPD), including so called ‘copycat’ brands.

In its report, in reference to copycat products, the EC stated, "The problem has affected countries where the remedies against unfair competition appear not to be satisfactory and competitors regard the UCPD as a possible tool for starting legal action."

"The Commission will support stronger enforcement action on this matter whenever the practices at issue mislead consumers." (16 April) © 2013 - ESM: European Supermarket Magazine


Share on Facebook Share on Twitter Share on LinkedIn Share via Email