In recent years, there have been more and more phenomena of “fake and buy fake”, and there are also many disputes about whether or not the actor who knows whether to buy fake is a consumer or not should be protected by law. The law also does not clearly know whether the counterfeiting and buying of counterfeit goods should be subject to the "Consumer Protection Law," and whether punitive damages can be applied? All these issues require us to conduct in-depth discussions. Based on this background, this article will proceed from the basic definition of knowing and buying fake gifts, so as to study whether the “who knows and buys fake” actor has the identity of the consumer, and How to properly protect the legitimate rights and interests of consumers in order to be able to improve China's current laws, regulations and market supervision system in order to better protect the legitimate rights and interests of consumers.
Keywords: knowing and buying fake; consumer identity;Perfect measures