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We consider the possibility of "Higgs counterfeits" - scalars that can beproduced with cross sections comparable to the SM Higgs, and which decay withidentical relative observable branching ratios, but which are nonetheless notresponsible for electroweak symmetry breaking. We also consider a relatedscenario involving "Higgs friends," fields similarly produced through gg fusionprocesses, which would be discovered through diboson channels WW, ZZ, gammagamma, or even gamma Z, potentially with larger cross sections times branchingratios than for the Higgs. The discovery of either a Higgs friend or a Higgscounterfeit, rather than directly pointing towards the origin of the weakscale, would indicate the presence of new colored fields necessary for thesizable production cross section (and possibly new colorless but electroweaklycharged states as well, in the case of the diboson decays of a Higgs friend).These particles could easily be confused for an ordinary Higgs, perhaps with anadditional generation to explain the different cross section, and we emphasizethe importance of vector boson fusion as a channel to distinguish a Higgscounterfeit from a true Higgs. Such fields would naturally be expected inscenarios with "effective Z's," where heavy states charged under the SM produceeffective charges for SM fields under a new gauge force. We discuss theprospects for discovery of Higgs counterfeits, Higgs friends, and associatedcharged fields at the LHC.

Higgs friends and counterfeits at hadron colliders