UK Government Issues New Guidance to Protect Shoppers from Counterfeit Goods in Booming Second-Hand Fashion Market

The UK Intellectual Property Office (IPO) has published new guidance designed to assist consumers in confidently purchasing second-hand clothing while avoiding counterfeit items. This move responds to the rapid growth of the pre-loved fashion market, which is expanding at approximately 11% annually and increasingly targeted by organised counterfeiters.

The guidance was developed in collaboration with online resale platform Vinted and forms part of a broader government effort involving online marketplaces and enforcement agencies to tackle counterfeit sellers operating online.

Recent figures released by the IPO reveal that one in four UK buyers of second-hand clothing unknowingly purchased counterfeit items in the past year. Nearly 60% of these consumers experienced negative outcomes, including poor product quality, rapid deterioration, or disputes over refunds.

Younger shoppers appear particularly vulnerable. Nearly 70% of Generation Z and Millennials bought pre-loved items last year, and 45% of 18–24-year-olds reported encountering counterfeit designer goods on resale platforms. This contrasts with 23% of consumers aged 55–64 who reported similar experiences.

The IPO’s research indicates that most buyers only discover the counterfeit nature of their purchases upon receipt. Common signs include poor stitching, cheap materials, and inconsistent labelling. However, by the time these indicators become apparent, consumers have often already suffered financial loss and frustration.

More than a third (34%) of affected shoppers expressed feelings of being misled, 33% raised concerns about the quality of the items, and 21% reported poor durability. Additionally, 14% of those who encountered fakes were deterred from shopping second-hand altogether.

Law enforcement and Trading Standards have recently intensified efforts against counterfeiters, seizing over £4 million worth of luxury designer goods in coordinated raids nationwide. These actions underscore the scale of organised criminal activity exploiting the thriving resale market.

The IPO’s new guidance aims to empower consumers with practical advice on verifying authenticity before purchase, encouraging vigilance and informed decision-making. This initiative complements ongoing enforcement and marketplace cooperation to foster a safer environment for second-hand shopping.

As the pre-loved fashion sector continues to grow, the government stresses the importance of consumer awareness and robust enforcement to protect both buyers and legitimate sellers from the harms posed by counterfeit goods.