Officers have recently been contacted by a number of consumers across the borough who have bought UGG boots on the internet only to find out they are fakes.
Sefton Council Trading Standards are informing residents not to be fooled by cheap prices on the internet when buying UGG boots, especially in the run up to Christmas.
Not only does this apply to Ugg boots but other items like GHD hair straighteners and other popular electrical items bought as gifts.
Sefton Council Trading Standards manager, Andrew Naisbitt, said: "Sadly counterfeit UGG boots are being offered for sale via the Internet and consumers in the borough are buying them.
"Every Christmas this seems to occur as rogue traders seem to spring up and try to take advantage of consumers looking for a seasonal bargain.
"The best action consumers can take is to visit the UGG website and contact them directly and use their site to identify whether or not the trader is a genuine distributor.
"Genuine UGG boots retail from more than £100 and those that seem like a bargain, more often than not, will only be fakes.
"Authenticity cards, packaging, care booklets and dust bags are all copied by the counterfeiters so please don’t presume that just because the boots come with all the UGG extras they are authentic.
"Please don't get stung by a scam like this in the run up to Christmas as it often means money down the drain."
For help and advice on all consumer issues call the Citizens Advice Consumer Service on 08454 04 05 06.