A recent study has uncovered that 41% of counterfeit fashion products including apparel, footwear, and accessories failed to meet U.S. and international safety standards. This research was conducted by the American Apparel & Footwear Association (AAFA) in conjunction with the global quality assurance agency Intertek. Titled Unboxing Fake Fashion: Unleashing Real Dangers, the report highlights the serious safety hazards associated with counterfeit fashion goods.
The findings indicate that counterfeit fashion products pose significant chemical and safety threats to consumers.
“Counterfeiting is not just an issue of consumer trust or brand protection; it is an issue of public health,” expressed Steve Lamar, president and CEO of AAFA. “These results, building on our 2022 study, show that counterfeit products, often purchased through unregulated third-party marketplaces, continue to pose real risks to American consumers. It’s time to act decisively to safeguard consumers from dangerous counterfeits. We call on policymakers to immediately address the very real dangers being trafficked online.”
The report includes four case studies based on the failed products, a comprehensive list of items tested, policy recommendations, and the methodology employed.
Among those products that did not meet safety criteria, eight items representing over 20% of all counterfeit samples were flagged for having excessive phthalate levels. One particular item contained nearly 327,000 parts per million of diethyl phthalate (DEP), a staggering amount more than 650 times the permissible limit outlined in AAFA’s Restricted Substances List (RSL). Additional infractions involved the presence of PFAS, alkylphenols and APEOs, BPA, formaldehyde, and heavy metals, with some products showing dangerously high levels of lead and formaldehyde. All of these substances are restricted or banned under AAFA’s RSL.
At least 25% of the counterfeit products that failed safety inspections were either marketed on or purchased through the Meta platform. This finding suggests a substantial number of consumers are acquiring counterfeit items via social media platforms like Facebook. Consequently, AAFA has proposed that Meta and its associated platforms be included on the U.S. government’s Notorious Markets List (NML).
In its 2025 comments submitted to the USTR regarding the Review of Notorious Markets for Counterfeiting and Piracy, AAFA nominated several online marketplaces, including Meta, Shopee, and Alibaba, for potential inclusion on the NML. These platforms not only host listings of counterfeit goods but also feature a network of fake advertisements, hidden links, and fraudulent websites, presenting threats not only to intellectual property but also to consumer safety.
The results of this study reinforce the findings from AAFA’s previous 2022 report, underscoring that counterfeit fashion products, frequently bought through unregulated third-party marketplaces, represent an ongoing risk to American consumers.
AAFA remains committed to advocating for greater accountability from third-party marketplaces and social media platforms to combat the prevalence of counterfeit fashion products that endanger consumer health.