Fake goods are everywhere online, experts say. Here's how to spot them. (2024)

Fake goods are everywhere: on well-known e-commerce sites, social media platforms, and even on websites that have been set up to mimic real brands.

"The problem is just so overrun," Joe Simone, an IP protection specialist based in Hong Kong, told Insider, adding that counterfeiters attempt to sell fake versions of nearly everything today.

The rise of online shopping, particularly during the pandemic, fueled the market for counterfeit products.

It "really shook things up," DK Lee, cofounder and chief business officer of AI-powered IP and brand protection platform MarqVision, told Insider. "Having everyone at home for those long lockdowns, especially in a time when the world's economy took such a hit, made an environment where counterfeiters could thrive," he added.

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At the same time, some brands shifted their focus — and dollars — away from policing copycat products because they were squeezed by the economic impact of the pandemic.

The Organisation for Economic Co-operation and Development, which is often cited by leading anti-counterfeiting organizations, has said fake goods make up for 3.3% of world trade or $509 billion. Other estimates say sales of these good total between $1.7 trillion and $4.5 trillion per year.

Counterfeit sellers are broadly targeting two types of shoppers: those who are knowingly buying a fake — a knockoff designer handbag, for example — and those who believe they are buying the real deal and being deceived.

Trade groups have fought for marketplaces like Amazon, eBay, and Walmart to become more stringent on verifying sellers. There has been some progress here: a recently enacted bill, The Inform Consumers Act, requires online marketplaces to disclose and verify the identity of their sellers.

Still, experts say that the burden is largely falling on brands to police fakes. "One brand has to enforce on 250 global platforms ... people call it a game of whack-a-mole," Jen Hanks, director of Brand Protection for the American Apparel & Footwear Association, told Insider.

Consumers can also help tackle the issue by learning how to spot fakes. Here are six tips from experts on what to watch out for when you're shopping online:

1. If the price looks too good to be true, it probably is

One of the first things to check is the price of the product you're purchasing, experts said.

"If you find something online at a 70% discount, and it's not secondhand, that's the first red flag you usually see," Lee said.

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It's best to cross-check prices on authorized selling sites — that way you can see if the deal you're getting is realistic.

2. Identify the seller and the product's origin

If you're shopping on a third-party marketplace, it's a good idea to look at who's selling the item and where it's coming from.

Ben T. Smith IV, who leads the communications, media, and technology practice at management consultancy firm Kearney, said a good way to ensure you're buying a legitimate product from Amazon, the largest online marketplace in the US, is by shopping on the "storefronts" for various brands. These sections of the site are used to highlight a specific brand that has a registered trademark and has been vetted by Amazon.

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Sometimes the account name of the seller can provide some clues, as well.

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"If you're buying from XYZ_321 on eBay instead of a verified business account, you're pretty much shopping on blind faith," Lee said.

3. Dig deeper into the seller's background

Experts say you should Google the seller's name to see if they have an official website or any contact details.

A lack of online presence can be a red flag. It can also make it harder to return an item.

If there are no contact details on the listing, try Googling the words "scam," "fake," or "complaint" along with the business name to see if other customers have left reviews, Simone said. If there's a number to call, try it, Bob Barchiesi, president of the International Anticounterfeiting Coalition (IACC), told Insider. If the number doesn't work, then you can be pretty sure it's a fake, he said.

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Insider's Hillary Hoffower previously reported that a "just launched" badge on a seller's profile is also something to look for as scammers can often open multiple accounts and run these for a short period of time before being closed down.

4. Look out for fake reviews

Reviews can also help spot fakes. It's easy to buy thousands of fake five-star ratings, but it's a lot harder to fake a lot of written reviews, Lee said.

Look out for spelling errors, poor grammar, and similar wording across various reviews, Smith said. If a stream of positive reviews crop up within a few days of each other, it's possible these aren't genuine and a scammer is pushing to quickly boost their profile.

5. Review the quality of product images

Fake images can be harder to spot because it's easy for sellers to use a brand's official photos for the listing. AI is also making it possible to create realistic but fake custom images.

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Still, if you do have suspicions, it's a good idea to email the seller and ask for more photos of the product. If they won't provide photos and don't explain why, that could be another red flag.

6. Inspect the product packaging

Once the product arrives, check the packaging closely.

"Does the packaging look banged-up, old or sloppy? If you see any of these warning signs, the product very well could be fake," the IACC warns online. Look out for misspellings on labels and check that the country it's been shipped from matches where these items are usually produced.

7. Shop on sites that have friendly return policies

Experts said if you really want to avoid buying a fake, then buy from a brand's own site or an authorized seller — somewhere like Best Buy, Macy's, or Footlocker, for example.

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And always check the return policies of shopping sites. Friendly return policies will make it easier to return a fake if you suspect you bought one, Simone said.

Fake goods are everywhere online, experts say. Here's how to spot them. (2024)

FAQs

Fake goods are everywhere online, experts say. Here's how to spot them.? ›

A lack of online presence can be a red flag. It can also make it harder to return an item. If there are no contact details on the listing, try Googling the words "scam," "fake," or "complaint" along with the business name to see if other customers have left reviews, Simone said.

How to spot fake products online? ›

7 ways to spot counterfeit goods
  1. Watch out for spelling errors. ...
  2. Check the packaging. ...
  3. Compare against the manufacturer's website. ...
  4. Be wary of third-party sites. ...
  5. Check reviews. ...
  6. Investigate the seller. ...
  7. Is it too good to be true? ...
  8. What to do if you spot a counterfeit product.
Mar 12, 2024

How to tell if a website sells fake products? ›

10 easy ways to identify fake shopping websites
  1. URL red flags. ...
  2. Dodgy domain history. ...
  3. Pixelated images. ...
  4. Typos & bad grammar. ...
  5. Amateur website design. ...
  6. Bargain-basem*nt prices. ...
  7. Limited contact details. ...
  8. Complex or non-existent returns policy.
Oct 17, 2023

How to check if the product is authentic? ›

Many brands include authenticity tags or codes with their products. These may be holographic stickers, woven labels with unique serial numbers, or QR codes. Verify the information on these tags/codes with the brand's website or app. Fake codes often lead to irrelevant websites or error messages.

How could you most likely identify a website that is selling counterfeit goods? ›

Look for these red flags

Illicit websites might use images from a brand's most recent advertising campaign or from the original website to boost their credibility. Websites selling counterfeit clothes often use stock photos from the runway shows.

Is Amazon selling fake products? ›

What is Amazon's Anti-Counterfeiting Policy? Products offered for sale on Amazon must be authentic. The sale of counterfeit products is strictly prohibited.

How can you tell if an online website is real? ›

Check if it is authenticated (HTTP Secure): Authenticated websites begin with https:// instead of http://. Most illegitimate sites do not bother getting security certification because they are shut down quickly. Confirming the https:// is especially important on pages where you submit payment information.

What is the app that tells you if a product is real? ›

CheckIfReal will automatically determine authenticity, and confirm if you have a real or a fake product. Please use the in-app tutorial for additional instructions. Make sure the product you want to buy is authentic and help us fight counterfeiting with CheckIfReal!

How do I know if the product is original on Amazon? ›

Tips for spotting fake products on Amazon
  1. Learn the seller. ...
  2. Check for customer reviews. ...
  3. Branding is the King. ...
  4. Ask Yourself, “Why Would Someone Buy This?” ...
  5. Look Out for Unwarranted Claims. ...
  6. Look at the product, Closely!
Jan 20, 2023

How to avoid buying counterfeit products? ›

The USCC and CPSC recommend scrutinizing the labels, packaging and contents. If the packaging has anything suspicious, such as a broken safety seal, it could be a counterfeit product.

What is the most often counterfeit product? ›

Shoes and footwear

Footwear is the most counterfeited product in the world.

Where are most counterfeit goods sold? ›

These counterfeit goods are usually sold on markets and street corners. Though purchasing these goods might seem harmless to those who purchase them knowingly, the National Fraud Intelligence Bureau in England has advised people not to buy counterfeit goods, as their production often funds more serious crime.

What brands are affected by counterfeit products? ›

Among the most counterfeited brands are luxury brands such as Michael Kors, Gucci or Louis Vuitton as well as mass-market brands such as Nike, Levi's and Adidas. All of these brands are aggressively fighting counterfeiters with damages piling up to billions of dollars every year.

How do I make sure my online seller is legit? ›

Check the padlock in the address bar

Often, hackers will use URLs that are very close to the real site's URL but not quite the same. Look for typos or use Google to see if a search takes you to the same page. Also, look for a padlock icon in the address bar.

How to check if a cosmetic product is original? ›

Physically check counterfeit cosmetics for:
  1. Uneven fill levels e.g. in eye-shadow palettes.
  2. Faded packaging.
  3. Misspelling on the packaging or in the information leaflet.
  4. Slight differences in the name of the product or shade.
  5. A different print (font or style) on the container.

How can you tell if something is real or counterfeit? ›

How can you tell if money is fake?
  1. Check for color shifting ink. ...
  2. Check for raised printing. ...
  3. Look closely for blurry borders, printing, or text. ...
  4. Look for red and blue threads in the bill. ...
  5. Check the watermark. ...
  6. Check for the security thread. ...
  7. Check new $100's for security ribbon.
Mar 11, 2024

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