Start with the seller
Use a brand’s official website to check where it sells its products and whether it identifies authorised retailers. Reach that website independently, rather than assuming a link in a listing or a scanned code is trustworthy.
Look at the whole offer
Compare the description, price, seller identity and return arrangements. Treat inconsistencies as reasons to investigate. A low price alone does not prove an item is counterfeit, and a high price does not establish authenticity.
Keep the evidence
Save the listing, receipt, seller details and any correspondence. These records can help explain the transaction if you later need to contact the seller, marketplace or brand.
Check through the right channel
If the brand offers product verification, find its instructions through its official website. GS1’s guidance warns that a verification page linked from a barcode is not automatically trustworthy. A successful scan should not be treated as a universal guarantee.
If you remain unsure
Ask the brand for guidance and pause the purchase while you investigate. These checks are a way to reduce uncertainty; they cannot authenticate every product.