In the ever-evolving business landscape, protecting intellectual property (IP) is more critical than ever. I sat down with Rachel Jones, founder of SnapDragon Monitoring, to discuss the rising threats of counterfeiting and the proactive steps businesses can take to safeguard their innovations and customers.
Sophie Milliken: Rachel, your journey into anti-counterfeiting started with a personal experience. Can you tell us about that?
Rachel Jones: Absolutely. I invented the Totseat, a portable travel highchair for babies, and was horrified when I discovered counterfeit versions being sold online. Not only was my intellectual property being stolen, but the fake products were potentially putting babies at risk. I flew to China to challenge the platform selling them and managed to get them taken down using my IP. Learning IP could be used to remove infringing items online ignited my passion for protecting other businesses from similar threats.
SM: Many entrepreneurs think counterfeiting only affects big brands. Is that the case?
RJ: Not at all. Small and medium-sized enterprises (SMEs) are frequently targeted because criminals assume they lack the resources to fight back. Counterfeit products not only harm a company’s revenue but can also be unsafe, leading to serious reputational damage. Worse still, these operations are often linked to unethical practices like forced labour and environmental harm. Counterfeiting is now the second largest source of criminal income, globally [after drugs].
SM: What’s the first step a business should take to protect its intellectual property?
RJ: Businesses should start by identifying what intellectual property they own and securing formal protections. This could be trademarks, design rights, or patents. For example, a unique product might need a registered design, whereas a brand should prioritise trademark protection. Many businesses overlook the importance of registering their IP, but doing so can be a crucial first line of defence.
SM: For businesses with limited budgets, what are the most cost-effective protections?
RJ:
Copyright is protected globally and doesn’t need to be registered so protecting and defending copyright [words and images] is the best place to start. Trademarks are next. They deliver excellent value for money and cover words, logos, and even, very occasionally, unique smells!. If you have a unique product design, registering that can also be an effective deterrent. For businesses developing innovations, patents can be valuable, though they can be costly and time-consuming but if you have a product which could be licensed or likely to have a global impact then definitely worth considering. Working with an IP attorney to explore all options – including design rights – can be beneficial. Most will give you a free 20-minute consultation to set you on the right path.
SM: What about supply chains? How can businesses ensure their products aren’t being counterfeited within their own distribution networks?
RJ: A secure supply and distribution chain is key. Businesses should regularly monitor their supply chain, work only with trusted manufacturers, and incorporate anti-counterfeiting measures like holograms or serial numbers if necessary. If you’re importing or exporting, registering with the Intellectual Property Enforcement Portals in the territories where your goods are moving can help customs officials spot and seize counterfeit goods.
SM: Online marketplaces have made it easier for counterfeiters to reach consumers. How can businesses stay ahead of fraudsters online?
RJ: Staying vigilant is crucial. Fraudsters create fake websites mimicking well-known brands, tricking customers into handing over their money and personal details. Businesses should regularly check for fraudulent domains and report any copycat sites. Tools like Google alerts or dedicated monitoring services can help identify potential threats before they escalate.
SM: If a business finds counterfeit versions of its product online, what should they do?
RJ: Act quickly! Most major online marketplaces like Alibaba, Amazon, eBay, and Facebook Marketplace have reporting tools for fake or infringing goods. Having registered IP makes the takedown process faster but copyright [which is unregistered as mentioned] can be used. Companies like SnapDragon Monitoring specialise in tracking and removing counterfeits across online platforms, so businesses don’t have to fight the battle alone.
SM: You’ve emphasised the importance of customer communication in this fight. Why is that?
RJ: Being transparent with your customers is key. Let them know that counterfeits exist and educate them on how to verify genuine products. Encourage them to report anything suspicious. If customers accidentally buy a fake and have a bad experience, they could wrongly blame your brand, so it’s better to be upfront about the risks.
SM: Finally, what’s your key message for business owners heading into 2025?
RJ: Counterfeiting is not going away, but businesses can take proactive steps to protect themselves. Secure your intellectual property, monitor your supply chain, stay vigilant online, and communicate openly with customers. The quicker you act against fraudsters, the faster they’ll move on to an easier target, allowing you to focus on growing your business the right way.
Sophie Milliken MBE is founder and CEO at Moja Group. Moja work with entrepreneurs and senior executives to amplify their personal profiles and become known authorities in their industries. A multi award-winning businesswoman and proud mum, Sophie also enjoys supporting the North East region. Sophie is a supporter of Northern Power Women and co-founder of City Ladies Networking. She is Chair of Smart Works Newcastle and has achieved huge success delivering the aim of doubling the number of unemployed women supported with interview clothing and coaching across the North East and securing Sara Davies MBE as the charity’s ambassador. In June 2021, Sophie became a Founding Ambassador for Every Child Needs a Mentor. Sophie was awarded an MBE in the 2023 New Year Honours List for services to Business and to Education.
Rachel Jones is the multi-award winning founder and Non-Executive Director at SnapDragon Monitoring.
Her journey into brand protection began when her own product, Totseat, was counterfeited. This spurred her to create SnapDragon – a pioneering company dedicated to combating counterfeits online and fiercely defending intellectual property.
Rachel has earned multiple accolades, including CEED’s Women in Leadership award in 2022 and the China Britain Business Council’s Entrepreneur of the Year award in 2020. She was also a finalist for Entrepreneur of the Year at the 2020 Women in Tech Excellence Awards.
Beyond her work, Rachel is a passionate advocate for ethical business practices and female entrepreneurship. She’s a Non-Executive Director at Equity Gap and is Co-Chair for the UK’s IPO Crime Group. She’s also a Volunteer with Smart Works.
Connect with Rachel Jones via LinkedIn.
Learn more about Rachel here.
