How do I avoid buying counterfeit goods online?
Buy directly from brand authorised sellers or the manufacturer's own website, be suspicious of prices significantly below the brand's RRP, and check for authentication features or serial number verification before purchasing.
Last reviewed: 10 June 2026
Explanation
The counterfeit goods market spans luxury fashion, electronics, pharmaceuticals, cosmetics, and sporting goods. Beyond financial loss, counterfeits of electronics (batteries, chargers) and cosmetics (skin creams, makeup) have caused safety incidents. The legal risk also falls on the buyer in some jurisdictions, particularly for luxury counterfeits.
Price is the most accessible warning indicator. A designer handbag, a name-brand electronic, or a prescription medication at 40% to 80% below the brand's typical price is almost certainly counterfeit or unauthorised. Genuine bargains of this magnitude on branded goods are rare outside of verified discount events or clearly marked clearance sales by authorised retailers.
For electronics and particularly batteries and chargers, counterfeits can be difficult to distinguish visually but may lack safety certifications (UL, CE, FCC) or have substandard ones. Buy electronics and accessories from the manufacturer's own website, authorised resellers listed on the manufacturer's website, or well-established retailers with a clear returns policy.
For luxury goods, many brands offer authentication apps or serial-number verification through their customer service. Before buying from a resale platform, check whether the platform offers independent authentication services (The RealReal, Vestiaire Collective, and others do). A third party willing to stand behind the product's authenticity is a meaningful signal.
Common red flags
- Price is dramatically below the brand's RRP or any authorised retailer's price
- Seller is not listed as an authorised retailer on the brand's official website
- Packaging has minor spelling errors, inconsistent fonts, or lower print quality than typical
- Product lacks expected safety certifications or the certification marks look off
- Seller cannot or will not provide a serial number that verifies on the manufacturer's website
- Social media or marketplace seller with no returns policy and recently created profile
What to do now
- Check the brand's official website for a list of authorised sellers before buying
- Compare the price against the brand's official RRP and authorised retailers
- For luxury resale, use a platform with independent authentication services
- For electronics, buy only from the manufacturer or established authorised retailers
- Report suspected counterfeit sales to the brand's IP protection team and to the CBP (US Customs) at cbp.gov
- File a consumer complaint with the FTC if you received a counterfeit and the seller refuses a refund
Frequently asked questions
Is it illegal to buy counterfeit goods for personal use?
Laws vary by country and product type. In the US, importing counterfeit goods is illegal under trademark law, and customs may seize shipments. For counterfeit pharmaceuticals, the health risk is significant regardless of legal exposure. For luxury items, civil liability is possible in some jurisdictions.
How can I tell if a review of a product is from someone who bought the genuine item?
Counterfeit sellers sometimes have a mix of reviews — genuine buyers who received the counterfeit and are satisfied, and buyers who expected the genuine article and were disappointed. Look for reviews that specifically mention authentication or compare to a previous genuine purchase, and for images showing the actual item received.