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New site helps you dodge counterfeit goods online

Brand-i.org guides consumers to genuine sellers


Brand-i helps you identify genuine websites

A new website designed to help you distinguish between genuine sellers of big brands and rogue traders of counterfeit goods has been launched to coincide with World Anti-Counterfeiting Day.

Brand-i.org enables you to search for legitimate sellers of brands such as GHD, Ugg, Chanel, New Era, Liverpool FC, Adidas, Abercrombie & Fitch, and EA games, among others. You can search by brand or by item.

Which? shopping expert Alice Judd says: ‘Shopping online should be easy and safe but every year people get caught out by scam sites and counterfeit goods. Before you buy anything make sure you carry out basic checks to ensure the site is legitimate – check out our guide to shopping safely online for tips.’

Counterfeit goods

Brand-i has been set up in partnership with Trading Standards in response to the increasing problem of counterfeit goods being sold online. 

Fake luxury brand websites can attract over 120 million visits a year, and an estimated £82 billion is spent online on counterfeit goods. The i-Brand site also has a ‘report a site’ function enabling users to report sites they think may be selling illegitimate goods.

If you think you’ve been sold counterfeit goods and you paid by credit card, you may be able to claim the money back through your credit card provider – see the Which? guide to your rights when paying by credit card for more information.

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