The Anti-Counterfeit Authority (ACA), in partnership with Michigan State University (MSU) and the United States International University–Africa (USIU–A), convened a three-day workshop at EKA Hotel, Nairobi to review progress in a joint research project aimed at changing public attitudes and behaviour toward buying counterfeit goods in Kenya.

The project, titled “Changing Public Attitudes and Behaviour of Buying Counterfeits through Evidence-Based Education and Awareness Raising Campaigns in Kenya,” is currently at 95 percent completion. It focuses on understanding the motivations behind consumer purchases of counterfeit goods and using those insights to design effective, evidence-based public education campaigns.

In his opening remarks, ACA Executive Director Dr. Robi Mbugua Njoroge described the workshop as a milestone in Kenya’s fight against counterfeiting. “This forum is not just about enforcement and seizure of counterfeit goods; it’s about understanding why consumers buy them in the first place,” he said. “Kenya’s fight against counterfeiting must be as much about changing hearts and minds as it is about law enforcement.”

The study, led by Ms. Robi Koki Ochieng of USIU–Africa and Dr. Saleem Alhabash of Michigan State University, is supported through the Alliance for African Partnership (AAP) under the Partnership for Innovative Research in Africa (PIRA) grant.

Dr. Alhabash emphasized the global significance of this partnership, noting, “By grounding our campaigns in behavioural evidence, we can inspire real change. This collaboration shows how academic research can directly inform public education and policy in meaningful, measurable ways.”

Dr. Njoroge further reaffirmed ACA’s commitment to working with academic and international partners to integrate research findings into national awareness campaigns and communication strategies. He said the projects aligns with Kenya’s National Intellectual Property Policy and Strategy (NIPPS), which identifies consumer education as a key pillar in combating counterfeit trade.

The ACA–MSU–USIU–Africa collaboration underscores the power of data-driven policy and cross-sectoral partnerships in shaping consumer behaviour. It was agreed that the next phase of IP protection should focus on converting insights into practical tools and campaigns that empower Kenyans to make informed choices and reject counterfeits.