Canon USA has rolled out a “consumer-safety initiative” that will promote awareness of the risks of using counterfeit accessories - especially batteries and chargers - for digital cameras and camcorders. “Counterfeit products are fake replicas of the real products, designed to take advantage of the superior value of the real product,” the company said in a statement. “Purchase of these products can lead to potentially dangerous results. Unlike genuine Canon products, counterfeit accessories may not meet government and industry safety standards and may overheat, smoke, melt, ignite and may cause bodily injury and property damage.” In support of this initiative a digital campaign, with the tagline, “Play it safe. Power your Canon with Canon Power” was launched on 8th January, advising consumers to avoid counterfeits by purchasing products through established retail channels. In addition, the Canon USA Website has been enlisted to educate consumers on the Canon batteries and chargers most frequently counterfeited and to provide helpful tips to spot them.