Anyone that has traveled to China, Hong Kong or other newly industrializing countries in Asia, will no doubt have encountered bazaars specializing in counterfeit goods. These products can deceive tourists.  Most, however, well know that they are buying knock-offs. In fact, they eagerly look for these imitations because they can cost only a fraction of the real, brand name item. Counterfeits that are sold as the real thing for the full price cause the most harm, both to the consumer and the legal manufacturer.

On one occasion years ago, in my frequent travels to that region, I admit that I did seek out an imitation of a famous, Swiss-brand watch. I had to follow a “runner” (a street seller with connections to backroom shops specializing in quality imitations) down a maze of back allies, leading me to the illicit vendor. When the watches were presented, I was amazed at the quality of the workmanship. Any casual observer would not have been able to determine that these watches were actually imitations made in China. As a gag, I bought two of them for my young sons (at the time) for a modest amount. Normally, the real Swiss-made model would have cost over $5,000. My sons had a good laugh impressing their school buddies with their new watches. Everyone was fooled … at least for a while.

I risk telling the story, for it points to several lessons. Firstly, of course, one should not be facilitating the activities of counterfeiters. It represents a massive problem in the world today. In my case, at least in partial defense, I was not playing a role in duping people out of their money (though I remain guilty of having knowingly bought a fake). A second lesson is this: Imitations, by their very nature, must have an illicit or evil motive behind them. Since they are not true or the “real thing,” they can only thrive by deception, whether by the seller or the user. A third lesson — really, an observation — is that the most successful imitations must by definition be the most cleverly deceiving. In other words, they must most closely mimic the original product. Lastly, the most crucial lesson of the story is that there are consequences.

Global Counterfeiting Trends

Counterfeiting is big business. After all, top brands are valuable. In the most recent annual Brandz survey of top 100 global brand names in 2007, published by Millward Brown Optimer,[i] this research agency estimates their value to be nearly $2 trillion. It is therefore no surprise that according to various experts, counterfeiting is not only widespread, but is also booming.

Estimates of the annual value of counterfeit goods around the world range widely. In terms of value, these activities amount to anywhere between $600 billion and $1 trillion per annum,[ii] representing as much as 7% or more of the value of world trade.

A more curious fact is that the counterfeiting business continues to expand rapidly despite the counter actions of various domestic and international agencies. For example, significant pressure has been brought to bear upon China in recent years, a country which has very weak protection against brand piracy, trademarks or intellectual property rights. In fact, China and other countries operating within its manufacturing hub seem to depend upon imitation. Even an automobile model made by General Motors is alleged to have been copied and distributed under a local brand name in China. Suffice it to observe that the counterfeiting industry continues to grow, having risen more than 10,000 percent since 1979, according to the International Anti-Counterfeiting Coalition.

Just why should imitation be such a growth business these days? A number of reasons are cited. For one, the world is being globalized, the backbone and impetus for this trend being the pursuit of prosperity, economic growth and competitive advantage. By its very nature then, counterfeiting affords an advantage. However, there are additional reasons. The attendant trend to globalization is the spread of a brand-seeking, materialist culture around the globe. People throng to seek value and personal identity from the products that they buy. Other factors also play a role … for example, the funding of terrorism.

No doubt, the counterfeiting of consumer goods today is a massive enterprise in the world. Serious as this is, it only has material consequences. Yet, there is an even greater counterfeiting problem in the world today. It is one that can have eternal consequences and has also boomed to epidemic levels in recent years.

Religious Hucksterism and Counterfeiting

One of my sons recently commented, “Dad, if I was not raised in a family with a Biblical world-view, I would not be a Christian today.” I relay that comment, not to seek credit —far from it. (Remember, I exposed him to a counterfeit watch.) Rightly or wrongly, it was a statement born of the hucksterism, TV-show-business theatrics and pop psychology that are prevalently paraded as Christianity today. What discriminating consumer today would be enticed to examine the veracity and saving grace offered by Jesus Christ on such advertisements of tainted “self-help” theology and cheesy religious entertainment?

Without a doubt, Christianity is the most imitated and abused brand name in the world today. In fact, this “brand name” is so profusely counterfeited and falsely advertised, that the associative meanings that go with this word today are totally destroyed, meaningless or negative in connotation. In fact, one can’t be blamed for not wanting to be identified with this brand these days. Sadly, when someone is recommended as a Christian, it no longer provides assurance of any standard but only raises questions and suspicions (yes, suspicions!).

The concept of what it really means to be a Christian is grossly maligned. The vast majority of people who consider themselves Christians today actually hold many pagan beliefs, far from possessing a Biblical world-view.

It only follows that the counterfeiting of Christianity must be at its worst in the most “Christian-professing” nations of the world. A survey by the Barna Group in late 2003 concluded that only 4% of the adult population of America has a Biblical worldview.[iii] Yet, other sources conclude that as many as 76.5% to 78.5% of Americans consider themselves Christian.[iv] What these studies reveal is an imitation Christianity. Its form may look golden and lustrous, as did my “knock-off” watches, but its inside movement is both broken and dead.

In order to be free to practice our faith, we must also allow freedom to all religions, remaining alert to a constant stream of new and revised versions. But, counterfeit gospels — no matter how closely mimicking the original teaching — must not be called “Christian.” That is how these imitation gospels misleadingly masquerade under a false brand name.

It would be an outrage were the Chrysler car company to sell its small economy cars under the brand name of Rolls Royce. Today, there exists a nettle of patent laws and rules concerning intellectual property rights, both at the domestic and international levels. Were Chrysler to do so, it would quickly find itself sued for damages. But there exists no agency in the world that will enforce a patent infringement case against the misuses of the “Christian” brand name, nor to press charges of identity fraud against the many and sundry false messiahs.

There are serious consequences. As it turns out, though the exterior of the watches that I bought in Hong Kong looked impressive, they weren’t reliable timepieces. The movements inside were rubbish and didn’t last very long. What looked to be one of the world’s most reliable clock brands, ended up being useless — if anything, providing misleading guidance.  It is the inside movement and power source that is most important. To be able to determine the essence and foundation of any faith, one must check the movement … in other words, test the spirits, compare its belief statements with Scripture and examine its doctrines and proofs.

Doing so, however, can sometimes provoke an attack even from Christians. One may be charged as quenching the Spirit. But this is usually nothing more than a defensive technique to cover up disrespect for Scripture or placing primacy upon personal and emotional experience. Scripture cannot snuff out the Spirit.  After all, it was the Spirit of Jesus that wrote Scripture.

The Apostle John gave some guidelines exactly on this point, saying:

“Dear friends, do not believe every spirit, but test the spirits to see whether they are from God, because many false prophets have gone out into the world. This is how you can recognize the Spirit of God: Every spirit that acknowledges that Jesus Christ has come in the flesh is from God, but every spirit that does not acknowledge Jesus is not from God. This is the spirit of the antichrist, which you have heard is coming and even now is already in the world (1 John 4:1-3).

False Prophets, Messiahs and Gospels

Why should we be on guard against counterfeit gospels? Firstly, because we are commanded to do so. Frequently in the New Testament we are implored to be on guard against the counterfeiters. In fact, Christ commended the church at Ephesus for doing exactly that: “I know that you cannot tolerate wicked men, that you have tested those who claim to be apostles but are not, and have found them false. You have persevered and have endured hardships for my name, and have not grown weary” (Revelation 2:2b-3).

If anything, these warnings are timelier than ever today, for we live in the last days. Four of the writers of the New Testament epistles (Paul, Peter, James and Jude) expressly warn that apostasy would be the greatest danger to the Church in the last days. In fact, it is a mark of the last stage of the Church Age. Jesus himself warned us to expect many imposters and false messiahs. Later, after the real Church is removed, it will get much worse, God Himself allowing and aiding delusions for the world.

“The coming of the lawless one will be in accordance with the work of Satan displayed in all kinds of counterfeit miracles, signs and wonders, and in every sort of evil that deceives those who are perishing. They perish because they refused to love the truth and so be saved. For this reason God sends them a powerful delusion so that they will believe the lie and so that all will be condemned who have not believed the truth but have delighted in wickedness” (2 Thessalonians 2:9-12).

But expressly to Christians are given many warnings about counterfeit gospels. For reference here are a few:

“For such men are false apostles, deceitful workmen, masquerading as apostles of Christ. And no wonder, for Satan himself masquerades as an angel of light. It is not surprising, then, if his servants masquerade as servants of righteousness” (2 Corinthians 11:13-15).

“[…] which ignorant and unstable people distort, as they do the other Scriptures, to their own destruction” (2 Peter 3:16).

“At that time many will turn away from the faith and will betray and hate each other, and many false prophets will appear and deceive many people. Because of the increase of wickedness, the love of most will grow cold” (Matthew 24:10-12).

“"Watch out for false prophets. They come to you in sheep's clothing, but inwardly they are ferocious wolves. By their fruit you will recognize them” (Matthew 7:15-16).

See also 1 John 2:24-28.

Despite these warnings, Christianity is experiencing apostasy as perhaps never before. Quoting Thomas Ice, “The last twenty-five years have witnessed the greatest change in the American Church in her entire history.”[v]

The biggest inroad for these counterfeiting beliefs (apostasies) that directly oppose or revise Scripture today seems to be the claimed verification of “angelic” messengers. Apparently, there is an epidemic of “angelic visitations” and appearances of Jesus today. But, these must be mostly (if not always) dismissed as false, for either their messages contradict Scripture or their prophecies are proven false. The Apostle Paul virtually pleaded with the churches under his guidance, saying: “But even if we or an angel from heaven should preach a gospel other than the one we preached to you, let him be eternally condemned!” (Galatians 1:8). Real angels only have authority to speak the words of the Spirit of Jesus.

Thoughts to Ponder

Today’s world of rampant fakes, imposters and counterfeit goods provides crucial and timely lessons. Let us not accept cheap alternatives and empty salvation by allowing ourselves to be mislead by the veneer of a masquerading brand name. We must examine our beliefs, test the spirits and search the Scriptures (Acts 17:11). Some people research the purchase of a toaster more diligently than they do the veracity of their beliefs concerning eternity. Our faith, the Bible tell us, is more valuable than gold. For the gospel “[…] is the power of God for the salvation of everyone who believes” (Romans 1:16).

When we research a product that we want to buy — for example, an automobile — we check out the fine print, familiarize ourselves with the specifications, perhaps refer to consumer reviews, read the terms of warranty, and are certain that what is branded as a Ford is indeed a Ford product. Why not the same with religion? Such an investigation must not be overlooked, for we are dealing with an eternal warranty when it comes to our faith in the efficacy of the atonement of Jesus Christ. But, in these last days, a greater level of vigilance and discernment is required because more than ever — for the time is short — the Enemy is prowling to see whom he might devour.

Moreover, we are mandated to root out false teachers and should not tire in doing so, though true Christianity may become weak and outnumbered. However, we may be reminded of Jesus’ reply to the Sadducees when they posed a question: "You are in error because you do not know the Scriptures or the power of God” (Matthew 22:29). These two errors can apply to us all. Either we do not know Scriptures and minimize the power of God, or we choose to emphasize one over the other. Strict literalists can end up denying the power of God, while those with little knowledge of Scripture can fall prey to false prophecies and the “doctrines of demons.” Ignoring one or both is dangerous.

Finally, we stop to consider one last aspect of the parlous state of the Christian brand name today: In the economic world, the brands that are most vulnerable to damage by counterfeiting are exactly those where reputation is a large component of their appeal. These tend to be very expensive, high-quality products, allowing huge profits to the skillful imitators. For example, the earlier referenced brand survey ranks Louis Vuitton, Porsche, Hermès, Gucci, Cartier, Tide, Channel, Rolex, Hennessy, and Armani as the top-10 in this category.

In this reputational sense, we can take confirmation from the fact that Christianity and Jesus Christ are being heavily counterfeited today. Why? It proves that they are worthy and true. After all, imitation is the sincerest form of flattery. Why imitate a brand name that has no value or reputation? What purpose would it serve to counterfeit what is already a lie?  There would be no profit.

“See that what you have heard from the beginning remains in you. If it does, you also will remain in the Son and in the Father. And this is what he promised us — even eternal life” (1 John 2: 24-25).

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For resources on “endtime economics” and to subscribe to the free newsletter, Eternal Value Review, visit Wilfred’s website www. eternalvalue.com or contact him at mulberryministry@telus.net.

About the Author:  Wilfred J. Hahn is a global economist/strategist.  Formerly a top-ranked global analyst and chairman of the country’s largest global investment operation his writings focus on the endtime roles of money, economics and globalization.  He has been quoted around the world and his writings reproduced in numerous other publications and languages.  His most recent book is The Endtime Money Snare: How to live free.