A new analysis for Denmark’s Patent and Trademark Office shows that 30 percent of Danes aged 15 to 24 have deliberately bought counterfeit goods in the past 12 months. Price is the most common reason given.
According to DR, the analysis was carried out by Epinion for Patent- og Varemærkestyrelsen and published on August 19, 2026. It is based on responses from 1,019 people aged 15 to 24 across Denmark.
The survey finds a gender gap among respondents. As reported by DR, 34 percent of young women and 28 percent of young men say they have knowingly bought counterfeit goods within the past year.
The youngest respondents buy the most. Among 15 to 17 year olds, 37 percent had bought counterfeits in the past year, compared with 24 percent of those aged 22 to 24. Per DR, young people are typically introduced to counterfeits through friends and social media, with TikTok and Instagram playing a central role.
Clothing and accessories dominate the purchases. More than half of the young buyers had bought clothing, and shoes, bags, cosmetics, jewelry and watches also rank high, DR reports. These are product types where the label and the look matter most to the buyer.
Money is the decisive factor. In the press release from Patent- og Varemærkestyrelsen, 58 percent of respondents say they buy counterfeits because they are cheaper. A further 34 percent say they cannot afford the original branded goods.
Barbara Suhr-Jessen, section head at Patent- og Varemærkestyrelsen, calls the figures marked and says the agency is concerned that so many young people buy counterfeits deliberately. She states that the purchases are not risk free, and that many only consider the consequences once something goes wrong. According to the agency, 58 percent of young buyers have experienced negative consequences, including poor quality, goods that never arrived, or payment and safety problems.
Regional figures and campaign
TV SYD reports that in the Region of Southern Denmark, 29 percent of 15 to 24 year olds have deliberately bought counterfeit goods. The outlet notes that women nationally are more likely than men to buy them, and that price is the main reason.
Tidende adds that Patent- og Varemærkestyrelsen has launched a campaign urging parents to talk with their children about the risks. BT also reported the findings, noting the popularity of cheap fake branded products among young Danes.
The agency ties the timing to the publication of the new nationwide analysis. It has run information campaigns on counterfeits before, citing a 2023 EUIPO figure of 29 percent of Danish youth buying counterfeits, against 26 percent among young people in the EU.
