Companies using pay per click services to advertise their goods are concerned about the use of branded keywords in ad campaigns.
According to UtalkMarketing, research from Marks & Clerk shows that the vast majority of businesses believe counterfeiting will increase during the recession.
And many are concerned about the impact that branded keywords could have on the sale of such goods, as counterfeiters use them to direct traffic to their sites.
Indeed, some 58 per cent of firms said they object to the practice of allowing branded keywords to be offered to the highest bidder.
Furthermore, 59 per cent want to see new measures that will encourage search engines to help tackle the problem of fake goods.
The research comes as Louis Vuitton owner LVMH is involved in a dispute with Google over branded keywords.
Depending on the outcome of the case, it is thought that the European Union may ban search engines from selling trademarked brand names as search terms in the future.