The European Commission has adopted a Recommendation on measures to combat counterfeiting and to improve the enforcement of intellectual property (IP) rights, following its 2022 consultation. The Recommendation, which is also known as the 'EU toolbox against counterfeiting', will promote collaboration between rights holders, service providers, and law enforcement, as well as motivating best practices and the use of modern tools and technologies. The Recommendation proposes several key actions to enhance IP enforcement, including designating a single contact point, encouraging signatories in the Memorandum of Understanding, adapting procedures to counter new counterfeiting practices, promoting alternative dispute resolution for IP disputes, reassessing maximum sanctions for serious criminal IP offences, empowering market surveillance authorities, developing practices for storage and disposal of counterfeits, adapting IP practices to artificial intelligence (AI) and virtual worlds, and integrating IP content into education curricula. For small and medium-sized enterprises (SMEs), specific tools are proposed, including the IP scan enforcement voucher under the SME Fund, a Cybertheft Prevention Toolkit, and guidance on using AI without compromising intangible assets.