A European agency has started a campaign to raise awareness and protect consumers from fake food and beverages.

The European unio Intellectual Property Office’s (EUIPO) “What’s on your table?” campaign covers the 27 EU member states.

Recent reports indicate counterfeiting in the food and drink sector continues to pose significant risks to the health of consumers.

According to the 2022 Intellectual Property Crime Threat Assessment, foodstuffs – particularly cookies, pasta, crisps and sweets – were the second most seized category of products at the EU’s external borders in 2020. China and Turkey were among the top reported countries of origin for counterfeit food and drinks seized at the EU’s border in 2019 and 2020.

Scale of the problem
The 2025 European unio Serious and Organised Crime Threat Assessment (SOCTA) report from Europol found the growth of e-commerce had provided counterfeiters with new avenues to distribute fraudulent food items, making it difficult for consumers to identify authentic products. Criminals manipulate food labels and packaging and adjust manufacturing processes, targeting high value products.

The 2021 SOCTA report warned that adulterated products contained dangerous substances such as methanol, mercury, fipronil, and various insecticides or pesticides.

The latest Europol-Interpol Operation Opson in 2024 resulted in the seizure of counterfeit and substandard food products worth €91 million ($105 million).

EUIPO data shows that the wines and spirits sector was one of the most affected by counterfeiting during the 2013 to 2017 period. In total, €2.28 billion ($2.62 billion) was lost in sales and nearly 5,700 jobs were impacted annually because of counterfeiting.  

Counterfeiters have been known to reuse original bottles or print fake labels to put on empty bottles, making it hard for consumers and authorities to distinguish between legitimate and fraudulent products. Other items impacted by fraud include olive oil, beer, meat, cheese and dairy products.

Consumer advice
The “What’s on your table?” campaign provides advice for consumers on how to protect themselves against counterfeit products.

This includes buying from official retailers and distribution channels; checking for EU Geographical Indication labels, such as Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI); examining packaging and products for flaws or spelling mistakes; being wary of unusually low prices; and using authentication tools like QR codes and holograms.

João Negrão, EUIPO executive director, said: “Counterfeit food and beverages are a major public health concern. Our campaign aims to equip consumers with the knowledge to protect themselves while supporting legitimate businesses that uphold EU quality standards. This is a battle we must fight together: authorities, producers and consumers alike.”