Trading standards officials are urging football fans to be on the lookout for fake replica kits during the World Cup, after an Enfield company was fined for storing a hoard of counterfeit goods.

Premier Sports Ltd, in Skillion Business Centre, Hawley Road, was fined £1,000 on June 1, following an investigation by Enfield Council's trading standards officers. In a raid on August 18 last year, they found around 4,500 counterfeit items including footballs, hats and gloves.

Charles Wallace, the council's trading standards manager, said: "We will concentrate on any large sellers, wholesalers or importers, but this does not mean small shops and stalls will be ignored. It is wrong to sell fake goods and we will take action. We recently investigated and prosecuted a local importer of footballs and scarves that infringed the trademarks of well-known clubs."

Derek Allen, executive director of Government trading standards body Lacors, advised people to steer clear of the fake goods.

He said: "Football fans should not play ball with these rogue traders. Counterfeit clothing damages local businesses, harms the legitimate suppliers of branded goods, and can leave buyers with poor quality imitations that fall apart after a few washes."

Mr Allen warned shoppers to look out for fake goods at car boot sales and markets and to be suspicious of particularly low prices.

"England may want to score penalties, but dodgy traders won't," he added. "Anyone caught selling fake goods can have their stock seized. They can also be fined or even imprisoned."

Anyone who is aware of outlets selling fake items can contact trading standards on 8379 8515.