Horse Urine Perfume: Why Online Bargains May Be Dangerous

As the cost-of-living crisis intensifies, consumers are increasingly turning to online marketplaces for budget-friendly products. However, this trend has raised concerns about counterfeit items slipping through, with some even containing horse urine. The illegal counterfeit trade not only deceives buyers but also supports organized crime networks. Meanwhile, social media influencers are promoting certain products, particularly targeting younger audiences who seek affordable alternatives.

Consumer advocacy groups highlight that beyond fakes, hazardous goods like balloons and chargers are also circulating online. These items, sometimes sold without rigorous safety checks, pose risks to health and wellbeing. In response, the government is developing new laws to hold online retailers to the same standards as traditional high street stores. Major platforms claim they are actively removing unsafe and counterfeit products from sale, but challenges remain.

Examples of Fake Goods in the Market

Behind the scenes in Swansea, trading standards officers uncovered warehouses filled with counterfeit goods. Among the items were Labubus toys with detachable eyes that could cause choking, Super Mario figurines coated in harmful chemicals for licking, and K-Pop Demon Hunters dolls that are both faulty and potentially unsafe. Fake Crocs and counterfeit Pandora jewelry are designed to look authentic until the packaging is opened.

“Cosmetics and perfume, when we had some tested, have had horse urine in them so you don’t want to be putting that on your skin,” said Helen Barnham, head of enforcement campaigns at the Intellectual Property Office (IPO).

The IPO, which oversees intellectual property rights such as trademarks and patents, has identified the surge in online shopping as a boon for counterfeit sellers. “Most of the public are quite attracted to them but particularly younger people because they are always looking for something that is low-cost,” Barnham added. The ease of access via digital platforms has made it simpler for consumers to find these products.

Risks Beyond Counterfeits

Consumer organizations have long cautioned about the sale of subpar goods online. Though these items may not be exact replicas, their dangers are comparable. For instance, testing by The Ladder Association revealed all extendable telescopic ladders purchased failed safety standards, snapping catastrophically. Kerri Atherton from the British Toy and Hobby Association expressed worry about overseas toys that bypass UK safety regulations.

Which? investigations have uncovered items such as fire-risk energy-saving plugs and baby sleeping bags that could lead to suffocation. Inga Becker-Hansen, product safety policy adviser at the British Retail Consortium, noted: “Major online platforms are working hard to protect customers by removing unsafe and counterfeit goods from sale. However, the responsibility for consumer safety sits with the whole supply chain—from manufacturers to marketplaces.”

Government Action and Future Reforms

Last year, the Product Regulation and Metrology Act 2025 was enacted to target dangerous goods sold online. Now, the government is consulting on secondary legislation to define enforcement measures and penalties under the law. Consumer protection minister Kate Dearden explained: “These reforms are about making our product safety system fit for the modern world—shutting loopholes, clamping down on unsafe sales, and giving responsible businesses the certainty they need to grow.”