This article is prepared for the implementing of the project of Science Council of Lithuania “Guidelines for Citizen and Consumer Perception of Socio-Economic Justice- Making,” and the problem of the protection of the final consumer of the product is analysed. Lithuania has borders with economic areas (countries) that have different excise and pricing policies. It is a favourable environment for contraband and counterfeiting, negatively affecting public safety and security as well as the economy. Intellectual property (IP), as a product of human creativity, is protected by law and by other means. Trademarks (TM) and other commercial brands (CB) are specific objects of industrial property. They are also an extremely important way of fighting for leadership in the market and to protect the market from counterfeits. A few decades ago, IPR infringements were mostly harmful to the internal markets. Nowadays it is mostly harmful to international trade and its development. The problem is that we cannot overcome challenges of modern times by using traditional methods. The problems in this article are based on statistics, analysis of practical experience, there is also promotion to search for new models of management. One of these is the cooperation of state, business and civil society in coordination of this activity; the guidelines of the socially oriented model are presented.
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