Stakeholder Dialogue on “Brands in a Sustainable World” Emphasizes Importance of Collaboration

INTA organized a stakeholder dialogue in Brussels, Belgium, on February 8, focused on the theme “Brands in a Sustainable World.” The event comprised two panels, each addressing different aspects of sustainability in brand enforcement and the challenges faced in integrating sustainable values and processes into brand identity.

Titled “Sustainable Destruction of Counterfeits Today and in the Future,” the first panel was moderated by Brigitte Spiegeler (Heffels Spiegeler Advocaten, the Netherlands) and addressed the issue of the sustainable destruction and recycling of counterfeit products. Daniel Reis Nobre (Inventa, Portugal) highlighted the staggering global value of counterfeits, which has been estimated to amount to as much as US $464 billion or 2.5 percent of world trade, and emphasized the adverse effects of counterfeits on health, safety, and the environment. Common disposal methods such as incineration and use of landfills were criticized for their environmental hazards, prompting discussion on alternatives like donation programs and recycling.

Tom Peperstraete (Federal Ministry of Economy, Belgium) discussed practical challenges in storing and destroying seized counterfeit products, emphasizing the need for environmentally friendly disposal methods. Ronald Brohm (React/European Anti-Counterfeiting Network, the Netherlands) outlined React’s mission to support responsible disposal, citing current practices predominantly involving landfill and incineration. The panel emphasized the need for technological innovation, investment, and cooperation between law enforcement and rights owners to address these challenges. A possible key to achieve a shift in current practice could lie in burdening the (higher) cost of the sustainable destruction of counterfeit products on importers instead of brand owners.

Marlou van de Braak (Heineken, the Netherlands) moderated the second panel, “Sustainability and Circularity—How to Position Brands in the Future,” which explored the role of brands in promoting sustainable consumption and production patterns. Ms. van de Braak discussed Heineken’s “Brew a Better World” policy, emphasizing responsible marketing and environmental initiatives. Gabriella Waibel (European Commission—Directorate-General for Environment (DG ENV), Belgium) highlighted the Circular Economy Action Plan proposed by the Commission of the European Union as part of the European Green Deal. Measures that are likely to be implemented include the replacement of the Ecodesign Directive, amendments to the Consumer Rights Directive, and changes to the Unfair Commercial Practices Directive, specifically addressing the issue of greenwashing.

Tom Heremans (CMS, Belgium) discussed legal and regulatory aspects related to environmental claims and greenwashing, emphasizing the need for scientific evidence and independent verification. The panel also addressed initiatives such as the “right to repair” and self-regulation by advertising and marketing codes.

The stakeholder dialogue underscored the urgency for brand owners to address sustainability challenges, including as it relates to the responsible destruction and the recycling of counterfeit goods and promoting circular economy practices. Key themes were the need for collaboration, technological innovation, and regulatory frameworks to drive sustainable change in the industry. By fostering dialogue and collaboration among stakeholders, the event aimed to propel brands towards a more sustainable future.

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest.

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