Risks of Buying Counterfeit Goods Online
Consumers seeking bargains online face significant risks, including purchasing counterfeit products contaminated with hazardous substances such as horse urine in perfumes. The illegal counterfeit trade is linked to organised crime, and some counterfeit items are promoted by influencers to appeal to younger audiences.
Consumer organisations warn that, beyond fakes, dangerous products—ranging from balloons to chargers—are sold via online marketplaces and social media platforms.
The government is preparing new legislation to ensure online retailers bear the same responsibilities as traditional High Street shops. Major online platforms assert they are actively working to protect customers by removing unsafe and counterfeit products from their listings.
Amid rising bills and cost-of-living pressures exacerbated by the Iran war, many consumers are turning to online shopping for cheaper deals. While legitimate bargains exist, experts caution that counterfeit goods pose health and safety risks, particularly to children.
Seized Counterfeit Goods Reveal Hidden Dangers
In Swansea, the BBC was granted access to former holding cells where trading standards officers displayed large quantities of seized counterfeit goods piled from floor to ceiling.
Among the items were fake Labubus toys with detachable eyes posing choking hazards; a Super Mario toy containing harmful chemicals in a suction cup designed to be licked and stuck to windows; and counterfeit K-Pop Demon Hunters dolls that are faulty and potentially unsafe.
Fake Crocs were found packed into bags, and counterfeit Pandora jewellery appeared authentic until the boxes were opened.
"Cosmetics and perfume, when we had some tested, have had horse urine in them so you don't want to be putting that on your skin," said Helen Barnham, head of enforcement campaigns at the Intellectual Property Office (IPO).
Research by the IPO, responsible for overseeing intellectual property rights such as trademarks and patents, indicates that the growth of online shopping has facilitated easier sales routes for criminals involved in counterfeit trade.
"Most of the public are quite attracted to them but particularly younger people because they are always looking for something that is low-cost," said Barnham.
"The availability of them through social media and online marketplaces makes it easier to find the products they are looking for."
Safety Concerns Beyond Counterfeits
Consumer groups have long warned that poor-quality and dangerous products are sold on online marketplaces to bargain hunters. Although not always counterfeit copies of genuine items, these products often lack the safety checks required for retail store sales.
Testing by The Ladder Association revealed that every extendable telescopic ladder purchased online failed safety standards.
"When they fail, they fail catastrophically. They basically snap," said Peter Bennett, the association's executive director.
Kerri Atherton of the British Toy and Hobby Association expressed concern about substandard toys imported from overseas that would not meet the UK's strict toy safety regulations but are nonetheless entering the market.
Investigations by the consumer group Which? have uncovered dangerous products on online marketplaces, including energy-saving plugs that pose fire and electric shock risks and baby sleeping bags that could cause suffocation.
Inga Becker-Hansen, product safety policy adviser at the British Retail Consortium, stated:
"Major online platforms are working hard to protect customers by removing unsafe and counterfeit goods from sale.
However, the responsibility for consumer safety sits with the whole supply chain - from manufacturers and importers through to online marketplaces. We hope ongoing consultations on product safety will strengthen accountability for all parties, and help to ensure unsafe or fake goods do not reach UK consumers."
New Legislation to Enhance Consumer Protection
In 2025, the Product Regulation and Metrology Act was enacted to provide a framework for cracking down on dangerous products sold online and entering the UK.
The government is currently consulting on secondary legislation detailing enforcement powers and penalties under the Act.
"These reforms are about making our product safety system fit for the modern world – shutting loopholes, clamping down on unsafe sales and giving responsible businesses the certainty they need to grow," said consumer protection minister Kate Dearden.
The new rules aim to hold online marketplaces to the same product safety standards as physical retailers. These platforms have faced criticism for removing problematic listings only after authorities intervene, with the same products reappearing under different seller names.
The proposals emphasise that reactive measures are insufficient; online marketplaces must proactively prevent, identify, and remove dangerous products sold through their platforms.
Consumer groups urge the government to ensure these commitments are enforced and express scepticism regarding their implementation.
Electrical Safety First, a charity campaigning on risks related to substandard e-bike and e-scooter batteries, commented:
"This is a once in a generation opportunity to tackle the multiple serious risks facing consumers when shopping online," said chief executive Lesley Rudd.
Sue Davies, head of consumer rights at Which?, added:
"The new laws need to be sufficiently strong and binding to hold online marketplaces to account.
Given the scale of the problem and the lives at risk, the government must get the details right and quickly proceed with implementation."
Guidance for Safe Online Shopping
The British Toy and Hobby Association recommends consumers follow critical requirements when shopping via online marketplaces to reduce risks associated with counterfeit and unsafe products.
