AAFA demands action against online counterfeiters

The AAFA is calling for proactive, preventative measures to remove counterfeit footwear from online platforms.

The American Apparel and Footwear Association (AAFA) has called on the government of the United States to highlight what the body claims is a lack of adequate enforcement by online marketplaces to avoid the sale of counterfeit products on their platforms, and at the same time help consumers become aware of the prevalence of fake fashion being sold online.

“Every day, counterfeits and the fraudulent ads, fraudulent websites and dupe influencers that promote them flood platforms, deceiving consumers and complicating the important work of brand protection professionals to take down illicit and dangerous goods,” stated the AAFA’s senior director of brand protection, Jennifer Hanks. “All platforms must step up and take accountability for their wilful blindness by instituting proactive, preventative measures so counterfeits are not visible on platforms in the first place,” she added.

According to the AAFA, these online platforms benefit financially from counterfeit trade. The association states that the traders’ actions endanger legitimate businesses as well as American workers and consumers. The AAFA also highlights that brands belonging to its members were in the top categories of confiscated counterfeit goods during 2024.

Publishing Data

This article was originally published on page 2 of the November 2025 issue of SATRA Bulletin.

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