Martyn James: How to spot fake goods and stick it to the scammers

I am, of course, contractually obliged to say that this is illegal and should be discouraged! However, these days we are light years away from buying goods that ‘fell off the back of a van’. It can be hard to tell if goods you’ve bought through some of the biggest online marketplaces and social media sites are the real deal or not.

Counterfeit goods are at best, poor quality. But at worst they can be downright dangerous. I’ve reported on food items on TikTok missing information that could result in dire consequences for people with allergies. I’ve seen Labubu dolls made with banned chemicals or featuring choking hazards. And most terrifying of all, Trading Standards warned about dangerous cosmetics, fake weight loss jabs and teeth whitening kits with gum-damaging quantities of peroxide.

My fellow TV expert, Kerry Nicol, from the Chartered Trading Standards Institute (CTSI), is always busy exposing the fakes at this time of year. So I asked for her top tips to help you spot if you’ve bagged a bargain or ended up with something dodgy. Here we go!

How to spot fake goods

Kerry suggests starting by vetting the seller. Even if you are buying from a seller via a huge online marketplace the legitimacy and safety of that product cannot be guaranteed.

Next up, look at the reviews. Don’t just follow the ones on the retailer’s website. Search the name of the actual seller’s shop online and ‘review’ and you’ll find that many people will have given their view! Watch out for five-star reviews, particularly ones that are almost identical too.

If you’re buying a big brand, go to the manufacturer’s website and check to see if they have guidance for spotting the real thing. Many of the more expensive brands have subtle marks, links or QR codes to confirm that you’re buying an official product.

Be wary of influencers promoting products on social media sites with quick links to purchase the products. These flash sales are all designed to rush you in to buying the product before considering it carefully.

We can’t say this enough – in demand goods are rarely discounted. So suspiciously cheap prices are a big indicator something is amiss.

When the product arrives check the labelling and packaging. Often counterfeit packaging will be poor quality and instructions manuals contain spelling and grammar mistakes. Look for blurry print on the packaging too

Buying from abroad isn’t all bad, but bear in mind that the products may not have gone through our robust UK safety checks..

On the parcel, check for labelling in English with a UK name and address. Online, look under returns for a UK address too. If there’s only an email, chances are the goods are from abroad.

Never pay for a product by bank transfer. Always use a payment method that offers you some protection like paying on a credit or debit card. E-payments services have dispute resolution services too, but avoid ‘friends and family’ options as these are effectively bank transfers.

How to report fake goods

If you or someone you know has purchased a counterfeit product or suspects that a website is selling counterfeit products, report it through the Citizens Advice Consumer Service on 0808 223 1133.

Kerry says “We urge people to be cautious of counterfeit products this Christmas. These illegal goods often bypass UK safety standards, posing serious risks such as choking hazards, toxic materials, or faulty components.

“Understandably shoppers want popular toys and gifts at this time of year, but it’s important that they buy from trusted retailers – many counterfeit products are sold by third-party sellers on online marketplaces or pop-up shops with no regard for safety. Everyone in the supply chain must play their part to keep dangerous fakes out of the UK market.”

Martyn James is a leading consumer rights campaigner, TV and radio broadcaster and journalist. Visit martynjamesexpert.co.uk