Network
VisaCode
13.4Response window
30 calendar daysWin difficulty
HardDispute type
Consumer DisputeVisa 13.4 — Counterfeit Merchandise: What It Is and How to Respond
Warning: Repeated Visa 13.4 chargebacks — even in small numbers — can trigger acquirer review, merchant account termination, and placement on the MATCH list. This blocks you from accepting card payments at any processor for up to 5 years.
Visa 13.4 is filed when a cardholder receives merchandise that is counterfeit — fake branded goods or knock-off products sold as genuine. This is one of the most serious chargeback codes for merchants. Unlike quality disputes (Visa 13.3), which are about description mismatches, 13.4 specifically alleges fraud: that you sold a product under a brand name you had no right to use. Merchants who receive repeated 13.4 chargebacks risk having their merchant account terminated and being added to the MATCH list.
The dispute creates a catch-22 for merchants who source from grey-market suppliers or third-party marketplaces. Even if you didn't know the goods were counterfeit, you bear the chargeback liability. The cardholder only needs to allege counterfeiting — the burden of proof is on you to demonstrate authenticity.
Common reasons you received this dispute
- 1Product sourced from unauthorised intermediary, not a brand-authorised distributor
- 2Cardholder purchased from your store believing it was brand-genuine, then compared it unfavourably to an authentic item
- 3Your supplier provided counterfeit goods without your knowledge
- 4The cardholder is attempting friendly fraud, claiming an item is counterfeit when it's genuine
- 5You're reselling branded goods but cannot prove chain of authorisation
- 6Product arrived in damaged packaging that was different from authentic goods
Can you win this dispute?
Fight this dispute if...
- ✓You have an invoice from an officially authorised distributor or the brand itself
- ✓You have brand authentication certificates or documentation
- ✓You can show photos of the actual product shipped (authentic condition)
- ✓The brand has verified the product through their authentication programme
Accept this chargeback if...
- ✗You cannot prove the product is genuine through official supply chain documentation
- ✗Your supplier is not an authorised brand distributor
- ✗You have no authentication documentation whatsoever
Evidence checklist
- ✅ Required
Invoice from an officially authorised supplier or the brand manufacturer directly
- ✅ Required
Any brand authentication certificate or verification from the brand holder
- ⭐ Strongly recommended
Photos of the actual product shipped, showing authentic labelling, packaging, and markings
- ⭐ Strongly recommended
Your supplier's own authorisation documentation (if they are a licensed distributor)
- ○ If available
A statement or certificate from the brand manufacturer confirming authenticity of your supply
How to write your response
State clearly that you are an authorised reseller with a documented supply chain. Reference your supplier invoice and authentication documentation. If the brand can verify the product, include that confirmation. Keep your rebuttal focused on the supply chain — the cardholder's subjective assessment of authenticity is overridden by objective documentation.
“We are writing to dispute chargeback [reference] under Visa reason code 13.4. The merchandise in question is genuine [Brand Name] product, sourced directly from [Authorised Distributor Name], an officially authorised distributor. Exhibit A contains our purchase invoice from the authorised supplier. Exhibit B contains [authentication documentation]. We have not received any prior complaints of authenticity issues with this product line. We respectfully request reversal of this chargeback.”
Key deadlines
Response window: 30 calendar days from the notification date.
Repeated 13.4 chargebacks (even if individually won) can trigger merchant account review.
How to prevent this chargeback
- 1
Only source branded goods from the brand's authorised distributor list — never from grey-market or secondary marketplaces
- 2
Keep every supplier invoice and authentication document permanently — you may need to produce these months after a sale
- 3
Include a product authenticity guarantee in your listings, with your supplier documentation on file to back it up
- 4
If a customer questions authenticity before filing a dispute, offer to have the item verified — this often resolves the concern without escalating to a chargeback
Frequently asked questions
What does a Visa 13.4 chargeback mean?
Visa 13.4 is filed when a cardholder alleges the merchandise they received is counterfeit — an imitation or fake version of a branded product sold as genuine. It is one of the most serious chargeback codes because it carries reputational and legal implications beyond the financial dispute.
Can I win a Visa 13.4 dispute?
Yes, if you have documentation proving authenticity. A purchase invoice from an officially authorised distributor is the strongest evidence. Brand authentication certificates and photos of the shipped product also help. Without supply chain documentation, you will likely lose.
What happens if I get too many Visa 13.4 chargebacks?
Repeated 13.4 disputes can result in your merchant account being terminated and your business being added to the MATCH (Member Alert to Control High-risk) list. This prevents you from opening merchant accounts at other processors for up to 5 years.
What if I didn't know the goods were counterfeit?
Even if you were unaware, you bear the chargeback liability. Your best protection is to only source from brand-authorised distributors and maintain documentation of that authorisation. Ignorance of the goods' status is not a defence in the chargeback process.
Related reason codes
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