In April, we headed to Pittsburgh for the National Cyber-Forensics and Training Alliance (NCFTA)’s Disruption25 Conference, a multi-day event focused on the growing intersection of cybercrime, intellectual property enforcement, and brand protection.
Given the sensitivity of much of the information shared — and out of respect for the audience and nature of the discussions — these are presented as general, high-level takeaways rather than reflections of any single speaker, session, or company. That said, we believe these insights still offer value to others in the field. If you would like to explore anything further, along with how we might support your efforts, we are happy to connect.
🔑 Key Takeaways
1️⃣ Cybercrime and Financial Obfuscation Are Evolving
- Criminals are using payment cloaking as a service to hide the true nature of online transactions. This includes layered redirects, cloned websites, and plugins that manipulate what payment platforms actually see.
- These tactics often route purchases through unrelated secondary websites and leverage tools to generate fake transaction trails, making it harder to trace sales of high-risk or prohibited goods.
2️⃣ Collaboration Is Critical & It is Working
- FBI officials and NCFTA leaders stressed the importance of rapid communication and relationship-building to reduce harm from cyber-enabled threats.
- While U.S. law allows voluntary data sharing, many organizations remain unsure of the legal boundaries and err on the side of caution.
- Collaboration is most effective when brands clearly define product risks (especially health and safety) and invest in educating law enforcement about their products.*
* At Vaudra International, we support this effort through U.S. Customs recordation assistance, brand manual development, and trainings designed to raise awareness of your brand and help frontline personnel identify red flags or key indicators of potential fakes.
3️⃣ Counterfeiting Tactics Are Adapting
- Platforms like Facebook Marketplace, Shopify, and lesser-known TLDs such as .FUN, .MISC, and .CHRISTMAS are being exploited to launch fraudulent shops and redirect payments.
- Influencer-driven “dupe culture” is blurring consumer understanding of what’s fake versus what’s simply “inspired.”
- Case studies highlighted counterfeit airbags, cosmetics, and supplements, with public health concerns serving as a key driver for enforcement.
4️⃣ Enforcement Gaps & Legal Barriers Remain
- Many brands are frustrated by inconsistent enforcement and slow response on major online marketplaces.**
- Internal legal risk aversion within companies often delays the sharing of investigative leads, even when it may be permitted under the law.
- Challenges like grey market diversion, the “Not as Advertised” loophole, and inconsistent global compliance standards continue to hinder progress.
** We understand the challenges brands face, not only with external enforcement barriers, but also with navigating internal silos that can slow progress. Supporting brands and legal teams with Online Audit & Enforcement, we help document violations, complete evidential buys, identify investigative leads (the BIG 🐟🦈), and, when authorized, serve as a conduit to engage other internal teams and decision-makers to move enforcement efforts forward.
5️⃣ Consumer Behavior Fuels the Problem
- Price sensitivity, FOMO, and rationalizations like “everyone does it” have normalized counterfeit purchases for many consumers.
- Social Learning Theory and Differential Reinforcement help explain how these behaviors spread and gain legitimacy, especially in online communities.
- Campaigns like the International Trademark Association (INTA)‘s Unreal Campaign are helping reach younger audiences with anti-counterfeit messaging, but concerns about ROI and visibility have limited broader brand participation.***
*** Tamara (Tarbutton) Rabenold is proud to serve on INTA’s Unreal Campaign Committee, which conducts presentations to younger audiences on why it is important to #KeepItReal. Through this work, we also have been introduced to budding initiatives like Gen Z Against Fakes, a peer-led effort founded by 16-year old, Domizio Beconcini, son of a fellow INTA member, Paolo Beconcini. We loved learning of GenZAgainstFakes passion as they strive to drive meaningful change by encouraging Gen Z to speak out and take action.
👉 Follow on Instagram to learn more & share with those of the younger generations in your life! unrealcampaign & GenZagainstFakes
6️⃣ Tech & Traceability Offer a Path Forward
- Programs like Amazon’s Transparency, telecom-based CDR tracing, and supply chain scan-and-track tools are showing promise in identifying bad actors and protecting consumers.
- Integration between cybersecurity teams, brand protection units, and legal counsel is increasingly essential to staying ahead of digital threats.
- Even spoofed phone calls and cloaked e-commerce activity leave data trails, investigators just need the right tools and access to follow them.
🧠 Final Thoughts
Beyond the critical importance of enforcement tools and investigative strategies — two other recurring themes throughout the conference were clear: collaboration and education remain essential to long-term progress in the fight against counterfeiting.
In particular, one place where these principles seem to have solidified into action is in the automotive industry. From our experience supporting clients in this space, we see amplified value when brands unite as a collective commodity to raise awareness, share intelligence, and push back against threats together. A standout example of this approach is the Automotive Anti-Counterfeiting Council (A2C2), where leading automakers have aligned to confront counterfeit activity industry-wide.
On the consumer front, education continues to be a critical part of the solution. Yes, it is key to educate our younger consumers so they grow up respecting intellectual property and understand the harm that counterfeits perpetuate. Brands also play a critical role in equipping their consumer base to make informed choices. This has become a regular topic of conversation in our office and with our clients too. If you are exploring how to open that conversation with your audience, we offer a few practical ideas in this article: 👉 Starting the Conversation: Talking to Your Customers About Counterfeit Goods
Again, huge thanks to National Cyber-Forensics and Training Alliance (NCFTA) for hosting a dynamite conference that sparked meaningful conversations, fresh insights, and actionable ideas. If you are navigating any of these challenges or seeking ideas to strengthen your brand protection strategy, we are always here to collaborate.
And if you missed it this year, mark your calendar: Disruption26 is set for May 18–21, 2026.
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