On a suburban street corner in Etobicoke, street vendors are capitalizing on the excitement surrounding the ongoing FIFA World Cup by selling jerseys, hats, and flags representing various competing countries. However, the enthusiasm is tempered by strict enforcement of FIFA’s stringent trademark and branding rules, which have led to police interventions and merchandise seizures.

Jose Gallardo, who operates a transient stall from the back of his trailer in an auto-shop parking lot, described the challenges of navigating FIFA’s regulations. Though he avoided products bearing major athletic brands such as Nike, Adidas, or Puma, Gallardo said a police officer visited his stall in June, seizing merchandise featuring the Canada Soccer logo and Argentina jerseys displaying an emblem from the 2022 World Cup. He was subsequently issued a court summons for alleged copyright infringement.

“I assumed because my product did not have the Nike or Adidas or Puma on it, I would be able to sell a couple of those jerseys,” Gallardo said. He added that jerseys without official branding, such as those representing Portugal, Ecuador, and England, have not been an issue. Gallardo holds a city permit to operate his stall but did not have it on hand when approached by officers.

Toronto Police Service (TPS) confirmed that on June 15, officers responded to reports of counterfeit T-shirts being sold without a valid vendor license in the area. According to TPS spokesperson Nadine Ramadan, the merchandise was confiscated, and the vendor was charged with a bylaw offence. Ramadan emphasized that enforcement of existing bylaws is standard police procedure.

Since the start of the year, the City of Toronto has issued 39 hawker and peddler permits to street vendors operating on foot, with vehicles, or pushcarts. Sean McGowan, executive director of municipal licensing and standards, noted that these permits are valid for one year and that city bylaw officers regularly inspect vendor operations.

Gallardo stressed his commitment to transparency with customers, informing them that the products are replicas rather than authentic merchandise. He noted that genuine jerseys typically retail at higher prices than the $40 to $50 range he offers.

In a separate crackdown on June 1, TPS announced the arrest of two men and the seizure of over $3.5 million in sports merchandise believed to be counterfeit and bearing official FIFA and major brand logos. Investigators indicated that this merchandise was intended for distribution to retailers.

FIFA’s guidelines strictly prohibit any unauthorized use of its intellectual property, a protocol enforced not only on street vendors but also on bars and restaurants near World Cup stadiums in Toronto and Vancouver. These venues face restrictions on advertising or promoting official FIFA logos within a two-kilometre radius of the stadiums.

Amid the enforcement efforts, vendors remain active in diverse neighborhoods such as Etobicoke, where the area's multicultural population supports demand for merchandise from numerous countries. Buyer Eddie Kirio, who recently purchased Iraqi flags and T-shirts from a vendor near St. Clair Avenue West and Caledonia Road, said fans use flags and apparel to celebrate team victories.

Gallardo described a cooperative community among street vendors, many sharing suppliers and coordinating during restocking. He advised customers to exercise caution and purchase from reputable vendors who provide clear information about the products offered.

“If you don’t feel comfortable, you don’t know what you’re buying, don’t buy it,” he said. “Buy it from someone who has a good reputation, someone who can educate you on it.”