AAFA targets Meta, Alibaba and Shopee in counterfeit crackdown

US apparel industry leaders urge Washington to take decisive action against counterfeit goods proliferating on Meta’s Facebook and Instagram, as well as on AliExpress, Taobao, and Shopee.

In a press release, the American Apparel and Footwear Association (AAFA) accused the five platforms of enabling and profiting from the promotion and sale of counterfeit products, “thereby endangering businesses, workers, consumers, and American innovation.”

AAFA announced its demands as the Office of the US Trade Representative (USTR) reviews the 2025 Notorious Markets for Counterfeiting and Piracy list (NML). The association aims to include all five platforms on this list, noting that artificial intelligence is driving an “alarming” surge in counterfeit goods.

“Recognising these platforms as notorious marketplaces simply reflects reality: counterfeit fashion is widely available on some of the most visited online marketplaces and social media platforms in the US,” said Steve Lamar, CEO of the AAFA. “The Trump administration has an opportunity to highlight the inadequacy of these platforms’ measures to block counterfeiters, while raising awareness among American consumers of this hidden online danger.”

AAFA highlighted that many of its member brands appeared prominently in the US Customs’ 2024 ranking of the most frequently seized counterfeit goods, underscoring the urgency of the issue.

The conflict between AAFA and Alibaba spans a decade, as US brands have long accused the Chinese e-commerce giant of facilitating counterfeit trade. The association also targeted Meta and Shopee in 2022 for similar reasons.

AAFA represents more than 1,100 clothing and footwear brands across the United States. The industry employs over 3.6 million people nationwide and generates approximately $523 billion in revenue.