Purchasing officially licensed England football merchandise today online can be daunting with so many counterfeit items available, how do you choose which site to buy from. There a number of checks that you can make which not only apply to this type of purchase but many other purchases online.1. If it's too good to be true - it is more than likel is!Officially licensed products are valued much higher because the quality is assured; this makes it much easier to spot a fake if the price is very cheap. Obviously this does not take into account second hand products, but as a general rule if it is a second hand item it will still have a reasonable value if it is a licensed product.2. Money back guarantee.If the online site has a money back guarantee you will a much higher chance of a licensed product than not. The reason for this is that the individual company has to now pay for the postage for you to return the item. Due to this generally sites offering a fake item will never offer you a money back guarantee.3. Examine you goods on arrival.Before you use the item(s) you have ordered examine them for quality and also check the labels and packaging for misspellings. Additionally you can check the logo itself if applicable to that item. If you are unsure check with your local Trading Standards or directly with the FA or football club who will be able to assist you more4. Car boot sales, street markets and other offline purchases.Buying online is not the only way you can also buy offline through many high street stores, car boot sales and local markets. The principles are the same as online; however you have the additional benefit of being able to check the item before you make your purchase. Be sure to take details of the seller in case you need to contact them with regards to the item.Final words on buying your products...Overall it is very safe to buy your goods both on and offline, it is essential however that if you want to be assured of high quality long lasting products you must always remember that, out there you will find many people and companies selling goods which are fake (knowingly or not), but you will find many more who are selling official licensed England football merchandise.