What’s Really on Your Plate? The EU Is Fighting Fake Food

Fake designer bags? We’ve heard of them. But fake parmesan or whiskey? That’s the alarming new trend behind the EU’s new campaign, “What’s on your table?”. Launched by the European Union Intellectual Property Office (EUIPO), this campaign calls out the threat of counterfeit food and drinks across Europe, putting both your health and your wallet at risk.

From cookies and crisps to pasta and sweets, fake versions of everyday items are showing up more and more — especially online. The 2025 Europol SOCTA report confirms that e-commerce has made it easier than ever for criminal networks to distribute convincing counterfeit food products that may look legit. We’re talking manipulated packaging, doubious ingredients, and production methods that skip every safety check. In 2024 alone, Europol and Interpol seized over €91 million worth of counterfeit food and drinks, some of which contained seriously harmful substances like methanol and insecticides. 

Beyond health, counterfeiting hits Europe’s economy. Between 2013 and 2017, fake wines and spirits alone caused €2.28 billion in lost sales and cost nearly 5,700 jobs annually. Tax losses? Another €2 billion. That’s money that should be going into communities, public services, and jobs — not criminal enterprises. The damage doesn’t stop at the numbers — Europe’s culinary traditions and geographic food reputations also suffer when fake products flood the market.

 The “What’s on your table?” campaign offers clear, practical tips for consumers: shop through trusted retailers, verify labels and origin, look for EU Geographical Indication (GI) marks like PDO, PGI, and TSG, and check packaging for inconsistencies. In some cases, even scanning a QR code or looking for holographic seals can make a difference. Staying informed is the first step in protecting your health, your wallet, and the integrity of what ends up on your plate.

Our legal team is here to help — whether you’re a business, distributor, or consumer. Get in touch to learn how we can support your IP strategy and keep your products safe.

Text: ‘The “What’s on Your Table?” Campaign Tackles Counterfeit Food and Beverages’. EUIPO, https://www.euipo.europa.eu/en/news/the-what-s-on-your-table-campaign-tackles-counterfeit-food-and-beverages. Accessed 23 Jul. 2025.

Photo: 'Food on a Wooden Board' by Polina on Pexels: https://www.pexels.com/photo/food-on-a-wooden-board-8350663/