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Visa reason code 13.4 and how to win counterfeit merchandise disputes

Visa reason code 13.4 (Counterfeit Merchandise) means the cardholder told their bank the goods they received are fake or not the genuine branded product. You win it by proving the item is authentic, mainly with supplier invoices, authorization to sell the brand and serial or batch records tied to the order.

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What Visa reason code 13.4 means

The issuer files 13.4 when the cardholder claims the merchandise is counterfeit, or when the issuer, the rights holder, customs or another authority has notified that the goods are not genuine. Unlike some other 13.x codes, Visa rules generally do not require the cardholder to return a counterfeit item first, because returning fake goods can be a problem in itself. The issuer focuses on whether you can document where the goods came from.

Typical triggers for a 13.4 chargeback

  • Branded goods sold well below the usual retail price, which makes buyers suspicious.
  • Packaging, labels or serial numbers that look different from what the buyer knows.
  • Marketplace or dropship sourcing where you never saw the stock yourself.
  • A brand or rights holder flagging your listings.
  • Buyer's remorse presented as a counterfeit claim on luxury, electronics or cosmetics.

Time limits for Visa 13.4

The cardholder typically has 120 days from the transaction date or from the date the goods were received to dispute. Your response window is set by your processor, often between 7 and 21 days. In Stripe the deadline appears as the evidence due date, and the authenticity documents take time to collect, so start the same day.

Evidence that wins a 13.4 dispute

  • Invoices from the brand owner or an authorized distributor covering the stock you sold.
  • Authorized reseller agreements or letters from the brand.
  • Serial numbers, batch codes or authenticity certificates linked to the specific order.
  • Product photos taken at packing, showing labels, tags and serial numbers.
  • The listing as shown at checkout, including how you described brand and condition.
  • Customer messages and any third party authentication report.

What to avoid when you respond

  • Do not send a generic statement that you only sell genuine products. Issuers need supplier documents.
  • Do not ask the cardholder to ship the item back as a condition. Counterfeit rules generally do not require it.
  • Do not submit invoices that do not match the product, quantity or dates of the order.
  • Do not miss the deadline while you wait for a distributor letter. Submit what you have.

How to prevent Visa 13.4 chargebacks

  • Buy only from brand owners or authorized distributors and keep every invoice.
  • Record serial numbers and take packing photos for high value branded items.
  • State clearly on the listing whether goods are new, refurbished or used.
  • Avoid pricing that looks too good to be genuine without explaining why.
  • Watch chargeback alerts so a counterfeit claim reaches you before it becomes a dispute.

How 13.4 appears in Stripe

Stripe usually shows Visa 13.4 disputes with the reason product_unacceptable, and some may appear under general. The raw code is always in the network reason code field on the dispute. NoChargeback reads both, groups the order, listing, packing records and supplier documents you upload, and fills the matching Stripe evidence fields such as product description and service documentation. Read more on Stripe chargeback protection.

Rebuttal letter opening for Visa 13.4

We are responding to the dispute filed under Visa reason code 13.4. The merchandise sold to the cardholder is genuine. It was purchased from an authorized distributor of the brand, and the serial number recorded at packing for this order matches the supplier invoice attached below. The listing described the item accurately as new and authentic.

Draft my evidence

Can a merchant win a Visa 13.4 chargeback?

Yes, when you can document that the goods are genuine. Supplier invoices from the brand or an authorized distributor, matched to the order by serial number or batch code, are the strongest proof.

Does the cardholder need to return a counterfeit item?

Visa rules generally do not require the cardholder to return goods claimed to be counterfeit. That is why your sourcing records carry more weight than a return.

What if my supplier cannot prove authenticity?

Then the dispute is hard to win and you should consider accepting it, removing the product and changing suppliers. Repeated counterfeit claims can also raise your dispute ratio.