Global supply chains, social commerce, geopolitical tensions, and now artificial intelligence (AI), are transforming the counterfeit landscape. Fake goods are no longer just a brand issue; they’re a public policy issue, a security issue, and increasingly, a technology issue.

Counterfeit goods affect everything from consumer safety and innovation to economic growth and organized crime. It’s a public policy issue and it’s evolving at speed.

To help make sense of this shifting terrain, we talk to Chloe Long, Director‑General of the Anti‑Counterfeiting Group (ACG), one of the world’s leading organizations dedicated to protecting intellectual property (IP) and brand integrity.

Ms. Long has played a central role in shaping the ACG’s strategic direction—working closely with brands, enforcement agencies, policymakers, and international partners to tackle illicit trade and raise awareness of its real‑world impacts.

She also joined this conversation—which took place in London during INTA’s 2026 Annual Meeting—at a pivotal moment for the organization, following the recent announcement of her appointment as Director‑General, a role in which she is guiding the ACG through what may be its most complex and consequential chapter yet.

In this episode of Brand & New, we’ll explore the ACG’s mission and day‑to‑day work, the latest trends in counterfeiting, how AI is changing both the threat and the response, and how the IP community is rising to the challenge and reshaping the global fight against fakes.

Related Resources

About Chloe Long

About the Anti‑Counterfeiting Group

Counterfeiting in the UK (INTA Daily News, May 2026)

Counterfeiting Fact Sheet (INTA, November 2025)

INTA’s Unreal Campaign

Recent and Related Episodes of Brand & New

Intelligence-Led Enforcement: How the UKIPO Is Rewriting the Playbook on IP Crime

Inside the Dupe Revolution: Part 1

Recent INTA Research for Intellectual Property Professionals

Mapping Illicit Trade: Routes and Insights (INTA, June 2026)