TRADING standards chiefs are warning punters to be on the ball and avoid counterfeit World Cup memorabilia which is being flogged in Lancashire.

With World Cup fever gripping the county, an array of goods ranging from flags to football strips emblazoned in the colours of England and other participating nations are available.

But today senior officer at Lancashire Trading Standards, Julian Edwards said the region was home to crooked retailers trying to cash in on the soccer showpiece.

His team have already confiscated a number of goods from Lancashire sellers and although not wishing to stifle our show of patriotism, Mr Edwards stressed that if it something seems too good to be true it probably is.

"We would still urge consumers to be vigilant and avoid purchasing from car boot sales, street sellers or from any source where you would be unable to return to if you had any problems.

"Memorabilia can be very expensive and customers are entitled when paying premium prices to get the authentic article.

"We have confiscated some goods, but so far we are literally talking about a couple of England shirts but we know there is more out there and people should take care when these counterfeit goods are being sold they go into the back pocket of the seller."

And he said customers should look out for the tell tale signs.

"Anyone can produce an England flag, but if it hasn't got an official FA logo on it then it is has nothing to do with the FA.

"FIFA have registered their goods for the World Cup and if it hasn't got the FIFA mark and the World Cup emblem then it wont be genuine," he stressed.

And he said if customers had any suspicions then they should give the retailer concerned the red card.

He said: "If you buy from disreputable dealer the likelihood the quality will not be as good and If in any doubts, don't buy it.

"It is better to buy from a reputable dealer."

Sellers of fake merchandise face up to 10 years in prison.