Last year we posted about the EU Customs trying to protect consumers from counterfeit goods by strengthening the examination of products entering the EU market etc. (EU helps to keep it real) Now the European Commission published another memo (Too good to be true: the real price of fake products) in which it gives an update on recent data of counterfeit market, as well as calls upon consumers to stop buying such goods. There is a hope that a campaign that would raise consumers awareness about the dangers of counterfeit goods, would deter them from purchasing such products - even if it would have saved them significant money to do so. Despite all the actions taken so far by the EU and national governments, the trade in fake articles grew by 11% between 2010 and 2011. What should scare consumers (or at least make them think twice about buying counterfeit goods) is that almost one third of the articles detained by EU customs in 2011 was found to be potentially dangerous to the health and safety. What other argument is the Commission planning to use? They will try to convince consumers that it is not a bargain to buy a fake product, since the consumer would not get the same quality nor guarantee of durability for less money. Also, even if consumers won't usually think about it, trade in fake goods is likely to lead to the increase of taxes, loss of jobs (in legitimate trade sector that suffers losses), unemployment and higher welfare bills.