Why it happens
- The merchant sold goods from an unreliable supplier.
- The customer believes genuine goods are fake.
Visa13.4Customer dispute
Counterfeit Merchandise
The cardholder says the goods they received are fake copies of a branded product.
What to send to fight it
- Proof the goods are genuine, such as supplier invoices or authorization from the brand.
- The product description as shown to the customer.
- Messages with the customer about the goods.
How to prevent it
- Buy only from authorized suppliers and keep their invoices.
- Show proof of authenticity on the product page.
Summaries written by NoChurn from the networks’ public rules and processor documentation. Networks update their rules and deadlines depend on your processor: check its documentation before you respond.
Other Visa codes
- 10.1EMV Liability Shift Counterfeit Fraud
- 10.2EMV Liability Shift Non-Counterfeit Fraud
- 10.3Other Fraud – Card-Present Environment
- 10.4Other Fraud – Card-Absent Environment
- 10.5Visa Monitoring Programs
- 11.2Declined Authorization
- 11.3No Authorization/Late Presentment
- 12.2Incorrect Transaction Code
- 12.3Incorrect Currency
- 12.4Incorrect Account Number
- 12.5Incorrect Amount
- 12.6.1Duplicate Processing
- 12.6.2Paid by Other Means
- 12.7Invalid Data
- 13.1Merchandise/Services Not Received
- 13.2Cancelled Recurring Transaction
- 13.3Not as Described or Defective Merchandise/Services
- 13.5Misrepresentation
- 13.6Credit Not Processed
- 13.7Cancelled Merchandise/Services
- 13.8Original Credit Transaction Not Accepted
- 13.9Non-Receipt of Cash or Load Transaction Value
Sources (3)
- Visa Core Rules and Visa Product and Service Rules (24 October 2026) · checked 2026-11-09
- Visa Dispute Management Guide for Merchants · checked 2026-11-09
- Visa, Evolution of Compelling Evidence: FAQs (October 2022) · checked 2026-11-09
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