Trading Standards Information and Advice: Taking the worry out of online shopping

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A new online shopping directory has been created in a bid to help consumers avoid being ripped off online.

Online counterfeiting and illegal shopping sites are a growing trend and more and more consumers are getting caught out.

Fake luxury brand websites can attract over 120 million visits a year with an estimated £82 billion being spent online on counterfeit goods.

Jenny Dalton, Brand-i founder, said: ‘The idea for Brand-i was that there had to be a better way of reassuring online shoppers that the stores they were using were authentic and selling the genuine products.

Our site allows consumers to find these genuine sites and avoid them taking a risk.

Brand-i ( was created to resolve this problem. The website works very simply by allowing consumers to search through their favourite well known brands and find the genuine online stockists.

The directory is free to use and new brands will be added to the site to reflect the shopping trends of the online consumer.

Examples of the type of brands that are currently involved include: UGG, GHD, Chanel, Pandora, Ted Baker as well as two Premier League Football Clubs.