Visa reason code 13.4
Visa 13.4: Counterfeit Merchandise
What the cardholder is claiming
The cardholder claims the goods you sold are counterfeit: not made by the brand they were represented as, or otherwise not genuine.
The evidence that actually wins
Bank analysts skim responses in minutes against a checklist for this exact code. Lead with the strongest fact; never make them dig.
- ✓Supply chain documentation: supplier invoices, distributor agreements, or authorized-reseller status for the exact brand and product
- ✓Serial numbers, authenticity certificates, or manufacturer verification for the specific item shipped
- ✓Your product listing showing the item was accurately described, including any unbranded or replica framing that was disclosed
- ✓A challenge to the dispute's required documentation, since Visa expects the cardholder to substantiate the counterfeit claim and state what was done with the goods
- ✓Proof the item in the dispute is not the item you shipped, if a swap is suspected
The honest read
This code leans hard toward the cardholder: an assertion plus a supporting opinion can carry the dispute, while you have to document an entire supply chain. If you deal in gray-market goods or cannot produce sourcing paperwork for the exact item, refund and fix your sourcing, because repeated 13.4s invite brand and acquirer attention that costs far more than one dispute. The procedural angle is real, though: responses noting the issuer failed to include the required substantiation or the disposition of the goods do get traction.
Nobody can promise you a win; the cardholder's bank decides. What you control is submitting the strongest complete case your records support, on time. Our plain-language guarantees say exactly what that means.
Fighting a 13.4 right now?
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