The Divisional Round is over, and four lucky football teams are heading to the Conference Championships this weekend. Then, on Feb. 5, two will move on to the Super Bowl!

If you’re cheering one on and want to show it, you might be thinking of buying a hat or jersey online.
 
But buyer beware! Phony, lookalike Web sites touting “authentic” gear are all over the Internet, and it can be hard to tell which Web sites to trust.

In 2016, consumers nationwide reported more than 400 counterfeit product scams to BBB Scam Tracker. There were also more than 2,600 online purchase scams reported, many of which concern illegitimate shops charging consumers for “official” gear and not delivering on promises.
 
If you’re looking to buy postseason football apparel, follow these tips from your BBB:
 
· Start with trust. It’s best to shop on established Web sites, such as the official NFL shop ( www.nflshop.com ), an official team shop, or an authorized reseller. If you’re unfamiliar with the business or Web site, look it up at www.bbb.org to see its rating, complaint history, and reviews from past customer. Even if a Web site shows the BBB Seal, click on it to verify that it’s legitimate or search for the business independently on www.bbb.org . Just as it’s easy for scammers to create a fake Web site, they can also fake the BBB Seal.

· Buy sports merchandise that’s officially licensed. You can find authentic licensed merchandise and official retailers and resellers on the official Web site of the NFL or your favorite team. Authentic apparel will always have the correct fonts, colors and spelling, attached tags will usually have hologram stickers, and there won’t be any loose threads or other signs of poor quality.

· Be secure. Make sure the Web site is secure before entering any personal or financial information. Look for the “https” where the “s” stands for secure, and other trust marks. Web sites should also have a posted privacy policy. Try to use a credit card, as they offer more protection than a debit or prepaid card.

· Look out for fakes. Read the Web site carefully for any grammar or spelling mistakes. Look for contact information, including a physical address, phone number and email. Also, be wary of too-good-to-be-true pricing. This is a red flag that the product is counterfeit.

· Avoid online marketplaces. When you make a purchase through an online marketplace, you can’t inspect the item or verify its authenticity before buying it.

If you come across a phony Web site selling counterfeit gear, make sure to report it to BBB Scam Tracker ( www.bbb.org/scamtracker ) to help warn others!

Rebecca Harpster works for the Better Business Bureau serving the San Francisco Bay Area and Northern Coastal California.