As of 21 July 2010 a new website (www.uibm.gov.it) of the Anti – Counterfeiting Direction of the Italian Trademark and Patent Office has been activated. This represents a rather important change in the fight against counterfeiting since it means that "the battle against counterfeit now takes place on the web". In particular, it represents a significant knowledge tool for workers, companies and consumers, as it provides them with information regarding policies and measures against counterfeiting, and to protect intellectual property. This leads to the need to deal with the problem in its entirety since it affects not only companies, but also workers and the public administration. This website aims to turn the time spent by users gathering information into time that helps preventing and fighting counterfeiting. This can be done by emphasising the role of a very active consumer who plays an important and effective role, and is more and more aware of measures, policies and risks connected to counterfeiting. As a consequence, this is the evident sign that in the fight against counterfeiting there is the need of a cultural change and shared rules allowing the public spirit to be the first natural barrier against counterfeiting.