New research from Vetric has found that counterfeit activity on TikTok is being driven by highly organized criminal networks rather than isolated sellers, exposing a level of coordination that many luxury brands may be underestimating.
By examining approximately 135 million TikTok videos over multiple two-week observation periods, Vetric identified 104 coordinated counterfeit networks responsible for 3,770 verified videos promoting fake luxury products. The investigation found these networks actively targeting leading fashion and luxury houses including Chanel, Hermès, Dior, Burberry, Fendi, Celine, Cartier, Christian Louboutin and Dolce & Gabbana. Together, the identified videos generated more than 1 million views, demonstrating the counterfeit content’s significant reach on the platform.
The findings show that counterfeit operations are designed to be resilient. Rather than relying on individual seller accounts, many operators work as part of interconnected networks capable of promoting products from multiple luxury brands simultaneously. This structure enables them to continue operating even after accounts are suspended or removed.
“Traditional brand protection has become a whack-a-mole exercise based around removing individual accounts and videos while the infrastructure behind them remains untouched,” said Amit Shuster, VP Product and Engineering at Vetric. “Vetric analyzes video and audio content directly, enabling brands to identify counterfeit activity that would otherwise remain hidden. By understanding the infrastructure behind organized counterfeit networks, brands can build a more complete understanding of how these operations function and take much more effective action against them.”
The report also highlights how counterfeit sellers are adapting to avoid detection. Many of the highest-performing accounts intentionally avoid using searchable brand names or keywords, instead relying on visual cues within videos to showcase counterfeit products and sidestep traditional text-based monitoring systems.
According to the research, the counterfeit ecosystem extends far beyond individual sellers posting fake handbags. Vetric identified a layered infrastructure that includes factory-backed operators managing large numbers of disposable TikTok accounts linked through shared contact information, cross-brand storefronts that remain active despite repeated enforcement actions, and off-platform sales funnels that move transactions beyond TikTok’s visibility.
The findings suggest luxury brands should reconsider traditional enforcement strategies. Instead of focusing exclusively on removing individual accounts or videos, organizations should identify and disrupt the shared infrastructure supporting these counterfeit operations. Because many of the networks target multiple brands at once, coordinated action against the underlying ecosystem has the potential to deliver far greater impact than isolated takedowns.
The full research report is available here: https://resources.vetric.io/counterfeitreport.
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