As part of Real Deal Week 2025, NABMA hosted a practical and interactive online session titled “Real Deal and Its Importance to Your Market and Your Community” on Thursday 17 July. The event brought together market operators, trading standards professionals, and brand protection experts to explore the growing risks posed by counterfeit goods and how markets can take action.
Over 25 participants took part in the session, which featured presentations from Matthew Knowles (Intelligence and Strategic Initiatives Manager – THE ANTI COUNTERFEITING GROUP) and Patricia Lennon (Real Deal campaign lead), with a focus on legislation, best practice, and the tools available to help markets stay compliant.
IP Crime: A Threat to Markets and Communities
Matthew Knowles provided an overview of the global counterfeit goods trade, highlighting:
- An estimated global value of over £464 billion
- £7.1 billion worth entering the UK market annually
- Serious consumer safety risks and links to organised crime
He explained how these goods damage local economies, expose shoppers to dangerous products, and hurt law-abiding traders. Case studies included the success of Operation Vulcan in Manchester and the rise of counterfeit sales through social media.
UK Legal Framework
Matthew also outlined key legislation that market operators should understand:
- Trademarks Act 1994: criminalises the sale of fake goods
- Proceeds of Crime Act: allows asset seizure linked to trademark offences
- Importance of due diligence in trader management
He shared the “5 Ps” to help staff identify fakes: Place, Price, Packaging, Proof, Product.
Supporting Markets: The Real Deal Approach
Patricia Lennon presented on how the Real Deal Campaign provides a trusted framework for markets to deter rogue traders. Key elements include:
- The Real Deal Code of Practice
- Working with Trading Standards
- Educating traders about IP crime
- Publicly promoting a market’s zero-tolerance stance
Patricia reminded attendees that over 500 markets across the UK have now signed the Charter, which has also been endorsed by the EU IPO as a model of good practice.
Key Takeaways and Actions for Market Operators
Participants were encouraged to:
- Review and implement the Real Deal Code of Practice
- Display Real Deal signage clearly on-site
- Keep accurate trader records and require visible business info
- Maintain open communication with Trading Standards
- Sign up to the Real Deal Charter if not already a member
New: Real Deal WhatsApp Group for Markets
To improve communication around counterfeit product risks, a new Real Deal WhatsApp group is being launched. Market operators can:
- Ask questions about suspected counterfeit goods
- Share alerts and images for brand verification
- Receive fast, informal guidance
To join, complete the short form below.
Who is the group for?
NABMA members who are Real Deal Markets, or Markets who wish to work towards Real Deal Status.
What is the purpose of the group?
If market operators have concerns that products displayed for sale are fake, they can take photos of the products and share within the WhatsApp Group. A National Markets Group (NMG) representative will seek to relay to the relevant brand owner to review and confirm whether the items are genuine or counterfeit. The group will also be used to send other useful information and reminders about illicit trade.
*No personal details of traders to be shared via this WhatsApp group.
Who is in the Group?
- Matthew Knowles on behalf of NMG and the Anti-Counterfeiting Group (ACG).
- Market Operator employees responsible for compliance.
*If you volunteer to join the group, please be advised that your number and messages can be viewed by other members of the group.
What do I do if the goods are confirmed to be counterfeit?
It is a criminal offence to sell or display for sale counterfeit goods. You should follow your own processes and report the trader details to your local trading standards authority: Reporting to Trading Standards – Citizens Advice
Recommendations for information being sent:
- Please ensure that the photos are clear, not blurry, taken in good light / use flash.
- Take photographs of the item in full plus the labels / swing tags / logos.
- Take photographs of the packaging the item comes in.
- For footwear take a photo of the item front / side / sole / logo and if there are any labels take a photo of them – usually found on the tongue of the shoe.
- Photograph any information / invoices provided as proof of authenticity – ensure that the name / address and date of who and when the items were provided. Ensure the invoice is clearly seen in the photos.
- Price that the trader is selling the item for.
What is the response time?
This will vary depending on the responsiveness of the brand owner and the time taken to identify the relevant brand owner or third-party representative.
What are the Group Rules?
- This group is for reporting only — plus Real Deal and NABMA messages and updates.
- No offensive language, jokes, memes, chain messages, or other images will be shared.
- If notifications get distracting, feel free to mute the group.
Don’t share screenshots or forward messages from this group without permission.
Closing Reflections
Patricia and Matthew closed the session by emphasising that while resources may vary between markets and enforcement teams, every operator can take clear, proactive steps to protect their shoppers and traders.
“Markets have a real opportunity to lead on safe, fake-free trading. Real Deal gives you the tools to do just that.”
To watch the session recording, click here and log in to the Members’ Exclusive Area
https://nabma.com/digital-library/
To sign up or learn more, contact:
info@realdealmarkets.co.uk
www.realdealmarkets.co.uk