A collective approach to combatting fake goods is needed to protect jobs and consumers, according to a new European Commission campaign.

Commission vice president Antonio Tajani, Commissioner for Industry and Entrepreneurship, was speaking as he launched the EU Stop Fakes campaign in Cologne, Germany.

Tajani called for more co-operation in the fight against counterfeit products, involving citizens, national and European organisations.

The Commission is also aiming to raise consumer awareness of the health and security risks posed by fake goods, as well as the harm done to legitimate enterprises and knock-on effect on jobs.

“Counterfeiting is a serious threat to our economies,” said Tajani.

“In a context of economic crisis, we must defend our business and firmly fight against counterfeiting for a decent, moral and fair society.

“When European and national authorities work together we become stronger.”