Fashion Not Fakes

ASOS Marketplace is a place for anyone who loves fashion, to sell fashion, to everyone who loves fashion, so long as it’s real fashion.

ASOS Marketplace operates a zero tolerance policy towards the buying and selling of counterfeit goods.

For more information take a look at our Fashion not Fakes Frequently Asked Questions.

For more information on how to spot a fake online, check out our Top 10 Tips.

The Facts

  • Fakes aren’t just frowned on, they’re illegal. Selling fake and counterfeit goods is against the law.
  • The counterfeit goods industry funds crime, such as terrorism. If you part with cash for a fake, you are a part of the problem.
  • Fake goods have little or no quality control or standards. You have no idea of their provenance.
  • You will never look good in fake goods. Ever. It’s not fabulous. It’s not funny. It’s not fashion.

Our Promise

ASOS Marketplace is absolutely committed to protecting our buyers and sellers from counterfeit goods. Our Fashion Police patrol the site constantly.

We will;

  • Work as fast as possible to remove counterfeit goods from the site, and proactively remove suspicious items.
  • Help you to help yourself. We promise to help you identify the difference between a fabulous fashion steal and something that’s actually stolen. Read our Top 10 Tips For Spotting a Fake Online guide here. If you spot an item that looks suspicious, tell us.


If you are caught selling counterfeit goods on ASOS Marketplace you will never sell here again and we have a responsibility to report you to the authorities.


All of our marketplace customers are part of a global fashion community. Help us in the following ways:

  • Use your shopping savvy. Vintage quilted Chanel bags will never be £25. If in doubt then do a little research. As the old adage goes, if it seems too good to be true, it probably is too good to be true.
  • Talk to us. Report your suspicions. Leave feedback. If you have any questions at all, contact

How to report a problem

How to report Counterfeit or Suspicious Listings

You have the ability to report any boutique on the site. Even if you’re just suspicious, it’s better to speak up than get scammed. Clicking on the 'Report this item' button via any listing page will send us a message which will then be investigated.

Alternatively, mail us a link or a tip to

How to report a counterfeit once you have received it

If you have bought an item for the Marketplace and you believe it is a counterfeit, you must first contact the boutique to request a refund. If you do not receive your money back from the boutique, then you are able to raise a ‘dispute’ which will notify our customer care team. When you raise a dispute, select the reason from the dropdown menu that states ‘I believe this item is counterfeit’ or email

For more information on how to avoid counterfeits, see our Top 10 Tips For Spotting A Fake Online.

If you have any queries take a look at our Fashion not Fakes Frequently Asked Questions.