The theme of partnership in action underpins the Real Deal campaign, which, since its inception by the National Markets Group for IP Protection (NMG) in 2009, has been funded by IP rights owners and their representatives. In 2019-2020, these include: the BPI, the Industry Trust for IP Awareness, P&G, Palmer Biggs IP Solicitors, the Premier League, React, Sky, Superdry, Surelock, Ted Baker, WRI Group and other brand members of the ACG. Their financial support has ensured the campaign’s longevity over the past decade and underpins its sustainability for the future.

Furthermore, the campaign is endorsed by all the key stakeholders who have an interest in ensuring fake-free trading, including the Chartered Trading Standards Institute (CTSI), Trading Standards Scotland, the National Trading Standards e-Crime Team (NTSeCT), the IPO and by industry groups representing the interests of IP rights owners, market operators (NABMA) and market traders (NMTF).

Thanks to the long-standing support of our sponsors and partners, the Real Deal marked its 10th anniversary in 2019, making it one of the longest-running IP protection campaigns in the UK. We are now looking forward to the next ten years and beyond! To become involved, contact


Consumer Empowerment Alliance poster is the ‘Real Deal’

The Consumer Empowerment Alliance (CEA), a section of the Chartered Trading Standards Institute, aspires to educate and empower all consumers on their rights. Over the last few years, a series of powerful posters has been produced for use by trading standards on a range of consumer protection issues from flat rentals to online dating. In December 2019, the CEA chose the Real Deal as the theme for a poster to keep shoppers safe from fake goods both at physical markets and online.