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The aim of this chapter is to discuss the growing trends in the trade in counterfeit products, in the context of the crisis caused by the COVID-19 pandemic. Counterfeiting and sale of counterfeit products is a global economic problem. It covers different sectors of the economy and is present in almost all countries of the world. This is the subject of increased interest, not only of institutions and organisations working on solving this global problem, but also of the scientific and professional community, which seeks to point out different domains of this problem, as well as measures to eliminate its effects. The increased share of trade in counterfeit products in international trade is worrying. New problems arise with the entry of the world economy into the crisis caused by the COVID-19 pandemic. In such circumstances, or in the so-called new normality or reality, there have been some changes in the field of trade in counterfeit products. So we can talk about the ‘old’ topic in the ‘new’ reality. Thus, numerous questions have been opened about the trends in the trade in counterfeit products. The obtained results of the desk research in this chapter make an attempt to give an answer to these questions. Thus, in addition to the discussion of counterfeiting and counterfeit products as a global economic problem and crisis caused by the COVID-19 pandemic, the subject of a special discussion will be trends in trade in counterfeit products, both in the world and in the Republic of Serbia, while pointing to the measures and instruments that can be applied in order to prevent and eliminate the negative effects of this phenomenon.