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Fakes are cheap imitations of genuine items. Counterfeit clothes, shoes and accessories use inferior materials, poor stitching and may contain harmful chemicals.

Counterfeit goods also have wider environmental and social impacts. They contribute to landfill waste, toxic dyes are often used in production produced using toxic dyes, and in many cases rely on underpaid or forced labour.

As household budgets are under pressure, people will often look for the best value available. This makes it even more important to support confident and informed choices when shopping second-hand as a cost-effective and environmentally conscious alternative to counterfeit goods.Ìý

While counterfeiters continue to refine their methods to imitate genuine brands, most online marketplaces are also strengthening their detection and prevention tools. However, as methods of deception evolve, staying vigilantÌýand using platform protections helps support safer shopping. Having the right information is the most effective way to shop safely and confidently.Ìý

This guidance has been developed in partnership with Vinted to help peopleÌýidentifyÌýand report counterfeit items when shopping second-hand.Ìý

How to avoid fake items on second-hand and resale marketplacesÌý

Assess an item’s authenticity before buying by checking these details:Ìý

Price

Second-hand shopping offers good value prices, so a low priceÌýis notÌýnecessarily a red flag. However, you should look for outliers. If a price seems significantly lower than other second-hand listings for the same item in similar condition,Ìýit’sÌýworth a closer look.Ìý

The Seller

Check for positive feedback fromÌýpreviousÌýbuyers, butÌýalso look at the consistency of their listings. Does the seller have a history of successful transactions? IfÌýyou’reÌýdealing with a new seller, look for detailed, original photos and a willingness to answer questions - these are often the best signs of an authentic community member.Ìý

Photos

IfÌýyou’reÌýshopping online, are the photos high quality? Check for photos of labels, swingÌýtagsÌýand sizes. If the listing claims to be a high-end designer piece, check the labels match what you would expect from the brand. Also look for photos of digital IDs and QR codes, which are used by some brands as tracking and authenticity indicators.Ìý

Listing

Look for consistency between the photos and the description. If the text claims an item is in ‘perfect condition’ but the images show something different. Or, if the description is missing key details about the brand’s features, it could be a sign of a low-quality listing. Authentic sellers areÌýusually happyÌýto provide the ‘why’ and ‘how’ behind the items they are selling.Ìý

Verification services

For added peace of mind when buying high-value fashion items, professional verification services provide an expert safeguard against sophisticated fakes that are difficult to spot. Professional verification) uses specialist teams to physically inspect designer fashion items - checking details likeÌýcraftsmanshipÌýand brand markings before certifying authenticity.Ìý

Payment method

Always beware of retailers asking for payment to be made outside of the platform’s integrated payment methods.ÌýWhen trading on Vinted, you can pay via the ‘Buy Now’ button. This ensuresÌýyou’llÌýbe covered byÌýVinted’sÌýBuyer Protection. This enables safe payment between two members, avoiding the need for exchanging bank details.ÌýÌý

What to do if you see fake listingsÌý

If you see an item on a platform you believe to be fake, report the listing to the platform via their dedicated reporting tool.

Vinted provides simple tools to report concerns about listings. You can do this by tapping the three dots in theÌýright- handÌýcorner of theÌýlistings, andÌýclicking ‘Report’.ÌýOn the Vinted website,Ìýit’sÌýthe flag icon underneath the listing images.ÌýBoth rightsholders and consumers can use this tool.

Once your item arrives, the best way to stay protected is to inspect it right away. Vinted gives buyers time after delivery to review their item and raise concerns through support. You have a 48-hour window after delivery to report any concerns. If you suspect an itemÌýis notÌýgenuine, take clear, close-up photos of the labels, logos, andÌýcraftsmanshipÌýas evidence. Providing these details within that 48-hour period ensures thatÌýVinted’sÌýmember support team can investigate fully.Ìý

On Vinted, you can also .

If you have bought a counterfeit item in person, such as at a shop or kilo sale, return the item to the seller and request a refund.Ìý

If you have concerns or are aware of any person or business that may be involved inÌýthe sale of counterfeits, you can contact one of these organisations:

³Û´Ç³Ü°ùÌýlocal Trading StandardsÌýauthority is the leading agency enforcing criminal IP legislation.

You can also report sellers toÌý or call 0800 144 8848.Ìý

If you wish to remain anonymous, contact  or call 0800 555 111.Ìý

Take care to check second-hand items are safe to use by checking the guide onÌýConsumer products: buying second-hand goodsÌý

ManyÌýglobal e-commerce stores have also developed specific toolsÌýto allow intellectual property rightsholders to report and remove infringing listings to protect their brands.

Authentication and verification servicesÌý

Some resale platforms offer authentication for designer goods, either included or on request, where in-house teams verify the legitimacy of a branded item.

Vinted

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eBay

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VestiaireÌýCollective

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StockX

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KitLegit

IfÌýyou’veÌýbought a football shirt or kit from a resale site and are suspicious of its origin, you can use Kit Legit to confirm its legitimacy:ÌýÌý

Selling second-hand: building trust as aÌýsecond-handÌýsellerÌý

IfÌýyou’reÌýa pre-loved seller, build trust with buyers by showing the authenticity of goods. Some platforms will hide orÌýdeleteÌýlistings if they suspect the goodsÌýare notÌýgenuine. If you try to sell fake items, platforms may permanently remove and suspend your account.Ìý

To help your items find a new home quickly and reassure buyers they are gettingÌýthe real deal, aim to include clear photos of:Ìý

• the details that matter, close-ups of internal care labels, brand tags, and size markings
• craftsmanship, sharp images of logos, unique patterns, and the quality of the stitching
• proof of authenticity, any date codes, serial numbers, or authenticity stamps found inside the item
• the ‘Extras’ (If you have them),Ìýoriginal packaging or certificates of authenticity can addÌývalue, butÌýare notÌýalways expected for pre-loved finds
• keep a receipt of tracking information,Ìýit’sÌýalso helpful to take a note of your tracking information in case it is needed by the marketplace or delivery partners - you can also take pictures of the parcel before shipping it and share them with the buyer this way, they will know you packed it securely, good communicationÌýis key important in selling successfully