AAFA pushes USTR to add five platforms to counterfeit watchlist

The American Apparel & Footwear Association asked the U.S. Trade Representative to include Facebook, Instagram, Alibaba.com, AliExpress and DHgate in the 2026 Notorious Markets Review. AAFA says the platforms are driving counterfeit sales, fraudulent ads and unsafe products that hurt brands and consumers.

Why it matters: - AAFA says online counterfeit trade is harming brand investment, consumer safety and U.S. workers tied to the apparel and footwear industry. - The group says fraudulent listings and ads are reaching consumers at scale across major platforms. - Counterfeit products can expose buyers to hazardous chemicals and other unsafe materials.

What happened: - The American Apparel & Footwear Association submitted comments to the Office of the U.S. Trade Representative urging inclusion of Facebook, Instagram, Alibaba.com, AliExpress and DHgate in USTR’s 2026 Review of Notorious Markets for Counterfeiting and Piracy. - AAFA said the recommendations reflect a data-driven review shaped by its membership. - AAFA represents more than 1,100 brands and companies and the more than 3.24 million U.S. workers supported by the apparel and footwear industry. - The industry contributes more than $561 billion in annual U.S. retail sales.

The details: - AAFA identified Meta’s Facebook and Instagram, Alibaba.com, AliExpress and DHgate as the platforms it wants added to the Notorious Markets List. - AAFA President and CEO Steve Lamar said counterfeiters use online platforms to sell fraudulent listings that mimic trusted brands and may contain dangerous substances. - Lamar said consumers deserve products that are authentic, safe and compliant with the law. - AAFA members say counterfeiters move quickly after product launches and seasonal collections, creating fake products within days or weeks. - Bad actors then use fraudulent ads, protected product images, trademarks and proprietary marketing content to mislead shoppers. - AAFA said members continue to report problems with fake accounts, impersonation of brands and company personnel, and scam websites. - For the seventh consecutive year, AAFA recommended Meta platforms for the list. - AAFA said Meta’s platforms have an estimated 3.6 billion daily active users, giving counterfeiters massive reach. - AAFA members cited fraudulent ads from fake and unverified accounts, ads for counterfeit branded products, impersonation of official company accounts, and AI-generated content using brands’ intellectual property without authorization. - One AAFA member reported removing more than 120,000 counterfeit product listings and more than 24,000 fraudulent advertisements across Meta platforms in the first six months of 2026. - AAFA Senior Director of Brand Protection Jennifer Hanks said counterfeiters and fraudsters are impersonating brands to lure consumers into fake and dangerous products. - Hanks said the problem has become a costly burden for brands trying to protect consumers online. - AAFA’s February 2026 report, Unboxing Fake Fashion Unleashing Real Dangers, found that 41% of 39 sampled products tested during the 2025 holiday shopping window failed to comply with U.S. and international product safety standards. - The tested products contained dangerous levels of phthalates, lead, formaldehyde, nickel and other harmful chemicals. - AAFA also said it submitted comments to the European Commission’s public consultation on the 2027 Counterfeit and Piracy Watch List.

Between the lines: - The submission signals growing pressure on large digital platforms to police counterfeit commerce more aggressively. - AAFA is framing the issue as both a consumer safety problem and a broader economic threat to legitimate brands. - The repeated focus on Meta suggests the group sees social platforms as a major driver of fraud, not just marketplace sites. - The mention of AI-generated content shows counterfeit tactics are evolving alongside platform tools.

What’s next: - USTR will decide which platforms appear in its 2026 Notorious Markets Review. - AAFA will continue pushing for platform accountability in the U.S. and Europe. - Brands will likely keep increasing takedowns, monitoring and enforcement efforts as counterfeit listings move quickly across platforms.

The bottom line: - AAFA is asking U.S. trade officials to put five major platforms on notice for enabling counterfeit sales and online fraud.