18 June 2026 , 09:15
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Football fans have been warned about the dangers of fake football kits after more than 10,000 jerseys were confiscated from rogue sellers in Camden.
The value of the counterfeit kits – which campaigners warn could contain harmful toxins – totalled more than £775,000.
Thousands of suspected phony football items, including more than 800 England shirts, were also seized by UK Border Force in the lead-up to the World Cup.
Experts cautioned that criminals are ‘cashing in’ on this summer’s football buzz, with purchases of fake shirts potentially fuelling modern slavery and human exploitation.
Raids on Camden Market in north London since January 2025 have uncovered more than 10,000 sham football shirts and kits being sold by traders, according to data obtained from Casino.org research. The crackdown on counterfeit jerseys appears to have ramped up in the weeks before the World Cup kicked off in North America.
Camden Council confirmed they seized more than 4,400 jerseys worth an estimated £442,500 between February and May this year alone.
Fake football shirts appear to be flooding into the UK from abroad.
British Border Force also seized almost 2,500 counterfeit football-related items in the first four months of this year.
Among these were 842 England football shirts.
Football supporters have been warned of the dangerous consequences of purchasing fake merchandise.
‘Fake kits are not a harmless bargain’
Chloe Long, Deputy Director General at The Anti-Counterfeiting Group, said: ‘Fake kits are not a harmless bargain. The profits bankroll organised crime, the goods meet no safety or quality standards, and legitimate clubs, retailers and fans all lose out.
‘They are linked to modern slavery and human exploitation, and the kits themselves are frequently made with harmful dyes or toxins and fall apart after a few washes.’
Long also warned that these figures are ‘just the tip of the iceberg’ of the fake football shirt problem, adding that a ‘far larger volume’ slips through.
She continued: ‘With the World Cup now well underway, demand for football shirts is soaring, and criminals are cashing in.’
With the official England home shirt retailing at £89.99, the figures raise questions about how many supporters are turning to unofficial alternatives ahead of the tournament.
Campaign groups and MPs backed calls for clubs to consider how expensive their jerseys are off the back of this article.0
Niall Couper, Chair Football Action Network, told: ‘These figures should also prompt football to ask why so many supporters are turning to the counterfeit market in the first place.
‘At a time when many people are struggling with the cost of living, that puts them beyond the reach of a lot of supporters, particularly those with children who want the latest kit every season.
‘Clubs, manufacturers and the wider game should work together to ensure official merchandise is accessible to more supporters.’
The Football Supporters’ Association (FSA), in a statement backed by Parliament’s cross-party group on football fans, said: ‘Clubs should commit to a minimum two-year cycle on replica shirts and training kit. It’s a more sustainable approach and would also reduce costs for those who want to purchase branded items.’
Brentford, as well as many EFL clubs, have implemented two-year cycles on their kits in the past.
The FSA added: ‘As well as costs we’d like to see kits manufactured with an ethical procurement policy in place to ensure workers receive a fair wage and good working conditions.
‘This won’t be the case with counterfeit shirts, which is a good reason for fans to avoid them.’
Councillor Camron Aref-Adib, Cabinet Member for Finance and Cost of Living, said: ‘We recommend football fans buy their kit from official stores ahead of the World Cup – while you may think you’ve found a bargain, counterfeit clothes are often poorly made with hazardous materials.
‘Our trading standards team will continue to seize counterfeit trade to ensure our borough remains a safe and fair place to shop, live and work.’
Head of Investigations