01 December 2001

Britain's leading trade association for electrical installation equipment manufacturers is planning a major seminar in Dubai in a bid to help pull the plug on counterfeit products which, it says, are damaging genuine brands worldwide.

The seminar by the Electrical Installation Equipment Manufacturers Association (EIEMA), will be part of a strong British participation in Middle East Electricity 2002, the region's main exhibition and conference for the power and electricity industry.

The show, supported by the UAE Ministry of Electricity and Water, will be held at the Dubai World Trade Centre (DWTC) from February 3 to 6.

The EIEMA, which has a membership boasting some of Britain's biggest industry names and which together have an annual turnover exceeding $1.2 billion, says the Middle East market can be vulnerable to the counterfeit trade.

According to the EIEMA, solutions to the fakes problem could include positive product identification, such as microdots and holograms.

Officials said IIR Exhibitions, which organises Middle East Electricity, was backing the EIEMA anti-counterfeit campaign with a pledge that all fakes are outlawed from the show.

EIEMA will be at Middle East Electricity as part of a major industry group led by Britain's largest trade group the British Electrotechnical and Allied Manufacturers Association (BEAMA).

Thirty-four BEAMA members, including market-leading names such as Hawker Siddeley Power Transformers and VA Tech Reyrolle Limited, have so far contracted as part of the pavilion.

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