Counterfeit goods are no longer just a problem for big brands, they’re a growing threat to consumer safety, legitimate businesses, and everyday families. According to the latest reports from the UK Intellectual Property Office (IPO), a staggering number of fake products are entering the market, many of which pose serious and tangible risks to those who use them.
In 2025, UK Border Force alone intercepted around 259,000 counterfeit toys with an estimated retail value of £3.5 million before they reached consumers. Around 90% of these were fake Labubu dolls, a popular collectible toy. Tests on seized toys found banned chemicals, choking hazards, and unsafe components that fail basic safety standards. This alarming scale has prompted the IPO to launch its “Fake Toys, Real Harms” campaign, a targeted effort to highlight that cheap doesn’t mean safe. While many consumers know counterfeits exist, impulsive buying decisions often prioritise price over safety.
It’s not just toys. The IPO and Trading Standards also uncovered over 3,600 fake car parts worth more than £100,000, including spark plugs, filters, and sensors critical to vehicle safety. Unlike genuine components, counterfeits are made with inferior materials and poor manufacturing standards, increasing the risk of accidents, breakdowns, and endangering drivers, passengers, and others on the road.
Consumer Behaviour and Market Trends: Why Counterfeits Continue to Thrive
Beyond safety risks, the latest IPO consumer research (2025, based on 2024 data) sheds light on why counterfeit goods continue to find buyers. Encouragingly, 76% of UK respondents said they have never knowingly purchased counterfeit goods, showing that most consumers still value authenticity. However, 24% admitted to knowingly buying a fake product at some point, revealing a significant minority willing to compromise under the right circumstances.
The dominant motivation is price, especially as the cost of living rises. Perceived quality has improved for some counterfeits, making consumers believe that certain fakes offer better value for money than originals. Demographics show that younger consumers aged 18–44 are most likely to buy counterfeit goods, with 25–34-year-olds leading at 27%. Males (18%) are also more likely than females (13%) to make such purchases.
Online channels remain the primary source for counterfeit goods, including global e-commerce platforms and social media. Influencers often promote “dupes” or replicas, unintentionally normalising risky purchases. This makes detecting fakes more challenging and highlights that awareness alone isn’t enough, understanding real-world risks is critical.
Everyone’s Role in Fighting Counterfeits
Counterfeits affect everyone: families risk children’s safety, drivers risk lives, consumers inadvertently fund crime networks, and businesses lose revenue. Vigilance can make a difference. When buying toys or car parts:
- Stick to trusted retailers and official brand sites.
- Be suspicious of prices that seem too low.
- Check for proper labelling, safety marks, and serial numbers.
- Report suspicious sellers to authorities.
Counterfeits harm more than wallets, they threaten safety and trust. By staying informed and making smart purchasing choices, we can all ensure that the products we buy are genuine, safe, and worth the price paid.
Check out our Brand Protection Playbook to get instant access to our one-stop guide on removing counterfeit listings from major marketplaces. You can also sign up for a free audit to scan the extent of your counterfeit problem.
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