More than 220,000 pieces of counterfeit football merchandise were seized during the World Cup, with an estimated value of £18m, as part of the Police Intellectual Property Office’s Operation Bloxwich. The tournament spurred a surge in fake shirts, but authorities warned they pose serious safety risks.

A Birmingham warehouse was raided, where 1,618 fake strips, including replicas of Kylian Mbappe and Erling Haaland, were taken. Detective Sergeant Jamie Kirk explained that these unregulated shirts contain harmful dyes and are more flammable than genuine kits.

Cheshire Fire and Rescue Service tested the flammability of counterfeit kits against official ones. Watch manager Dave Jackson noted the fakes melted instantly when set alight, while genuine shirts resisted ignition. He warned that the low price—some as little as £12—doesn't justify the danger.

Kate Caffrey, head of intelligence at the Intellectual Property Office, highlighted that counterfeit goods are made in appalling conditions, lacking health and safety standards. She urged consumers to avoid the market, citing criminal networks that flood the supply during high‑profile events like the World Cup and Premier League.