Zimbabwe is intensifying efforts to curb the rising tide of counterfeit products in local markets, a problem posing serious threats to consumer safety, business profitability and the country’s reputation globally.
Its five-year blueprint, the National Development Strategy 2 (NDS 2, 2026-2030, identifies the surge in substandard and fake goods as a critical challenge, stressing the need for urgent and coordinated Government action.
According to the policy document, counterfeit products, such as food and beverages, vehicle parts and electronic gadgets, often reach consumers well-packaged and cheaply priced, deceiving buyers while undercutting legitimate businesses.
“Counterfeits are undermining business operations and inflicting significant damage on financial health, brand reputation and customer trust,” the document states, further warning that these illicit goods also jeopardise Zimbabwe’s regional exports, weakening the image of Brand Zimbabwe.
To tackle the problem, NDS2 outlines a whole-of-Government strategy that builds on anti-smuggling operations initiated under NDS1. Enforcement will be strengthened through physical inspections and strict penalties targeting the manufacture, importation, distribution, and sale of counterfeit goods.
The strategy emphasises enhanced coordination among key institutions, including the Consumer Council of Zimbabwe (CCZ), the Consumer Protection Commission, the Standards Association of Zimbabwe, the Zimbabwe Revenue Authority and the Zimbabwe Republic Police.
This collaboration will support joint operations, information sharing and prosecution of offenders.
Public-private partnerships will also play a key role, working closely with industry players and authorities to trace and dismantle counterfeit supply chains, protecting both consumers and legitimate enterprises.
NDS2 stresses that protecting consumers goes beyond regulating substandard imports. It includes shielding them from deceptive trade practices and ensuring manufacturers comply with national quality standards.
In response to these challenges, the CCZ has introduced a digital product verification platform, CCZ Verify, which allows consumers to instantly check the authenticity of goods using their mobile phones.
CCZ deputy director Mr John Mapani explained that the platform will cover a broad spectrum of products, from beverages and baby formula to bottled water and household items.
“We have come up with a platform where you can use your phone to scan and see whether the water, the juices, or any other product in front of you is genuine or not,” he said.
The CCZ Verify tool addresses one of the biggest challenges in identifying counterfeit goods: packaging that closely mimics genuine products. Through scanning verification codes, consumers can confirm whether products are registered, approved, and traceable to legitimate suppliers.
The platform also flags items reported or confirmed as counterfeit, allowing users to avoid unsafe goods while contributing to a crowdsourced national database of illicit products.
Mr Mapani highlighted the serious health risks posed by counterfeit items, noting that illicit alcoholic drinks, fake pharmaceuticals, and adulterated foodstuffs have already caused medical complications in some cases.
Even seemingly harmless products like bottled water and baby food are now being counterfeited, posing significant dangers to unsuspecting consumers.
The rollout of CCZ Verify will prioritise high-risk categories, including beverages, baby foods, pharmaceuticals, and essential household products.
Alongside the technological solution, CCZ plans nationwide awareness campaigns in partnership with private-sector organisations and regulators to educate the public about the platform and the dangers of counterfeit products.
The NDS2 strategy complements this initiative by focusing on the enforcement side. Law enforcement agencies will conduct raids on outlets suspected of selling counterfeit goods, while regulatory bodies will tackle the informal trade networks often responsible for the proliferation of substandard items.
The Consumer Protection Act of 2019 underpins these measures, giving consumers the right to quality goods, fair pricing, and redress.
Mr Mapani emphasised that the fight against counterfeit goods requires collective action. “This is where we need collaboration from everyone. Let us help the police and deal with this issue, all of us, not just the CCZ,” he said.
As Zimbabwe battles the dual challenge of informal market growth and counterfeit proliferation, NDS2 and the CCZ’s technological innovation signal a robust and coordinated approach to consumer protection.
Combining digital verification tools, public awareness campaigns and strict enforcement, authorities aim to improve consumer safeguards, support legitimate businesses and restore confidence in the domestic market, reinforcing Zimbabwe’s commitment to a transparent, competitive and safe trading environment. – Herald
