Fake products flood markets as Zim steps up consumer protection efforts

Nqobile Bhebhe, [email protected]

ZIMBABWE recently joined the rest of the world in commemorating World Consumer Rights Day, with renewed attention on the urgent need to protect consumers from the growing influx of counterfeit and substandard goods flooding local markets. Concerns continue to rise over product safety, public health, and consumers’ rights to access safe, genuine and high-quality products.

The theme for this year, “Safe Products, Confident Consumers”, resonates strongly in Zimbabwe, where fake and poorly manufactured goods — from electrical appliances and cosmetics to medicines, motor spares and food items — have increasingly appeared on retail shelves and informal markets.

The theme underscores a central principle of consumer protection: confidence in the marketplace depends on the assurance that products are safe, authentic and meet recognised quality standards. When this trust is broken, consumers face serious health and safety risks, while legitimate businesses are forced to compete unfairly with counterfeit traders.

In recent years, Zimbabwe has seen a surge in counterfeit goods entering the country through porous supply chains and informal trading networks, often appealing to consumers seeking cheaper alternatives in a difficult economic climate. However, experts warn that although counterfeit goods may appear affordable, their long-term consequences for consumers, industry and the wider economy are severe.

Bulawayo-based trade economist Dr Ndabezitha Sithole said the growing presence of counterfeit products threatens both consumer safety and industrial competitiveness.

“When counterfeit goods dominate the shelves, genuine manufacturers lose market share despite producing quality products. This reduces incentives to invest in production and innovation,” said Dr Sithole.

For local industries, the presence of fake goods distorts competition and weakens production capacity. Manufacturers who invest in quality raw materials, meet compliance standards and uphold fair labour practices often struggle to compete with counterfeit goods that bypass regulations and are sold at artificially low prices.

Declining production also affects employment. As sales fall due to unfair competition, companies may be forced to scale down operations, reduce costs or halt recruitment, Dr Sithole added.

Stakeholders argue that strengthening consumer protection is therefore essential not only for public safety but also for safeguarding Zimbabwe’s industrial sector.

The Consumer Council of Zimbabwe (CCZ), working with regulatory bodies such as the Standards Association of Zimbabwe (SAZ) and the Zimbabwe Revenue Authority (Zimra), has intensified consumer education and market surveillance efforts aimed at preventing unsafe products from reaching consumers.

CCZ chief executive officer Mrs Rosemary Mpofu said the theme carries significant meaning for Zimbabwe, especially given the increasing presence of counterfeit and substandard goods.

“Proliferation of substandard and counterfeit goods poses significant risks that include health risks from consuming hazardous or contaminated products, economic losses due to unpaid taxes, levies, as most of these products are smuggled through borders and unfair competition with industry resulting in reduced profits and job losses.

“In collaboration with Government, CCZ is conducting product testing and certification in collaboration with relevant authorities to ensure compliance with safety and quality standards. Another feature is market surveillance in partnership with regulatory bodies to identify and remove counterfeit products in the market.

“CCZ has developed a digital platform called CCZ Verified, a game-changing tool that empowers both consumers and businesses to verify the authenticity of goods and enables consumers to easily locate genuine products in their neighbourhoods and retail outlets, while businesses and regulators will be able to identify counterfeit hotspots,” Mrs Mpofu said.

She emphasised that consumer awareness and participation remain vital in addressing the problem of counterfeit goods.

“Consumers will get empowered and play an important role in reporting suspicious products to relevant authorities, boycott purchasing counterfeit products and make informed decisions by checking labels, certifications and packaging.”

For many consumers, the theme reflects a growing awareness that cheaper products often come with hidden risks.
Mr Thabo Ndlovu, a consumer, said counterfeit products have become common in both formal and informal markets.

“Many people buy products based on price because times are tough, but sometimes those cheap goods end up costing more when they break down quickly or cause damage. Government and organisations like the Consumer Council are doing the right thing by raising awareness about safe products,” he said.

Another consumer, Ms Ruvimbo Moyo, said substandard cosmetics and electrical appliances pose serious health and safety dangers.

“You find cosmetics that are very cheap but you do not know what chemicals are inside them. Some people develop skin problems after using them. Consumers need to be protected, and companies selling fake goods must face strict penalties,” she said.

Industry analysts note that the proliferation of counterfeit goods has made it increasingly difficult for Zimbabwe’s manufacturing sector to compete against cheap imports that bypass regulatory scrutiny. Authorities have responded by stepping up enforcement at border posts and in local markets, conducting inspections aimed at removing unsafe and counterfeit goods from circulation.

At the same time, the CCZ is urging consumers to protect themselves by checking certification marks, verifying expiry dates, examining packaging quality and purchasing from reputable retailers.

Beyond consumer protection, experts say the push for safe products is essential for enhancing Zimbabwe’s economic competitiveness and rebuilding confidence in the marketplace.

“A marketplace dominated by unsafe goods erodes public trust, discourages investment and damages the credibility of legitimate brands. When consumers are confident that the goods they purchase are safe and authentic, they are more willing to spend, businesses are encouraged to invest and industries are able to grow,” said Dr Sithole.

As part of efforts to boost consumer awareness, Industry and Commerce Minister Dr Nqobizitha Mangaliso Ndlovu has highlighted Government’s intensified crackdown on counterfeit goods and unfair trading practices.

Across many retail outlets in Zimbabwe, notices such as “No Refunds” and “Goods Sold Are Not Returnable” have become common. Dr Ndlovu said such disclaimers are illegal and urged consumers to report offending businesses.

“It is illegal to put these disclaimers and what is very important is to conscientise our people. But beyond that, we are prosecuting people who are delinquents, who are doing this to consumers. I did highlight in Cabinet that some people do not know that it is illegal to put a disclaimer that there is no refund,” he said.

Dr Ndlovu said the only acceptable exception is in the health sector, where returning some products may pose risks.

“And if there are people who are doing that, an informed consumer is advised to notify the authorities, it could be police, it could be ourselves as the ministry so that we can prosecute such businesses,” he said.

His remarks come as Government intensifies consumer protection efforts following Cabinet’s approval of the Consumer Protection Policy (2026-2030).

Authorities warn that the rise in counterfeit goods — often well packaged and attractively priced — poses a national challenge, eroding consumer confidence while endangering public health.

In outlining policy direction under the recently launched National Development Strategy 2 (NDS2), Government stated:

“The surge of counterfeit products which come to the market well packaged and cheaper to unsuspecting buyers is flooding Zimbabwe’s markets, posing challenges and risks that demand expeditious interventions.

“Counterfeits often leave customers complaining over the performance of such goods, most of which are sub-standard. Challenges posed by counterfeits extend into regional export markets, undermining Brand Zimbabwe.”