**Abstract**

Product counterfeiting is a form of consumer fraud: a product is sold, purporting to be something that it is not. Counterfeit is illegally made products that resemble the genuine goods but are typically of lower quality in terms of performance, reliability or durability. There is a need to learn as much as possible about the counterfeit market and the luxury good's market, as well as learning about the customers of both of these markets. A large number of counterfeits are purchased online as the customer relies only in the information provided by the seller that is easy to manipulate. The Internet makes it possible for counterfeiters to sell fake goods without prior consumer inspection. Thus, if the presentation of the product online is elaborated and advanced, it would influence the user's perceptions of the authenticity of products in a positive way, which leads to an increase in the user's willingness to buy online. The chapter focuses on the counterfeit market, its influence on luxury consumption and consumers' drivers for the counterfeit. The chapter also discusses innovative ways how authenticity of luxury goods can be verified.

**Keywords:** counterfeit, counterfeit market, luxury goods, fashion goods, anti-counterfeit technology
