Barbour, the heritage outerwear brand, is attempting to crack down on rogue traders selling counterfeit Barbour products online.
The brand has teamed up with search marketing agency Search Laboratory to roll out a campaign across Google’s search network, directing consumers to one of their 2000 registered stockists worldwide via Google search ads, as well as promoting the benefits of buying genuine goods over fakes.
The campaign also warns of those searching for the Barbour brand about the pitfalls of buying a fake item.
Managing director Steve Buck said: “Protecting our customers and our brand is of paramount importance to us. When we suggested this unique approach to counterfeiting with Search Laboratory, they understood what we wanted to achieve and have helped us develop an impactful campaign. We always advise customers to buy only from approved Barbour stockists and we believe that this approach will really help to get that message across.”