Football kits have become "completely unaffordable" for many families, a supermarket boss has warned, as he urged the government to tackle the issue of soaring prices and the proliferation of counterfeit merchandise ahead of the World Cup.Lord Richard Walker of Broxton, the Labour peer who is executive chairman of Iceland and the government’s "Cost of Living Champion”, highlighted that the prohibitive cost of officially licensed football gear is increasingly forcing households to turn to cheaper, fake alternatives.Speaking in the House of Lords on Wednesday, Lord Walker stated: "Many families are now being forced to turn to counterfeit kits because the official versions have become completely unaffordable." He underscored the "serious issues" this presents, from consumer protection due to poor quality to ethical implications, pointing to "many investigations which have shown that the knock-off kits are produced in unregulated sweatshops where workers face severe exploitation." He pressed ministers to "pressure both the FA and big brand manufacturers to work with them and develop clearer guidance and protocols on supply and profit margins."Baroness Twycross said the government will not intervene in pricing (PA) (PA Archive)However, Sports Minister Baroness Twycross indicated that the government would not directly intervene in pricing, despite acknowledging that it "shared concerns over costs." She said: "While we recognise and share concerns over costs, setting prices remains a matter for manufacturers and the respective football associations. We do encourage them, however, to ensure kits are affordable, particularly for children."The debate comes as England's adult-sized home, away, and goalkeeper shirts, produced by Nike, are currently listed for £89.99 on the Football Association’s website. The World Cup in North America starts next month. Meanwhile, Scotland, who have secured their place in the tournament for the first time in 28 years, offer their home shirt for £75.Conservative peer Lord Ranger of Northwood also voiced strong criticism regarding the "naked commercialisation" of club sides. He added, as "a football fan and one with two small boys who I have to continually provide kits for”, that the issue was personal, noting that some teams now sell multiple shirts, often "plastered with sponsors from multinational companies”, which generates "vast revenue" for clubs.The prospect of government intervention was met with caution by Conservative former minister Lord Vaizey of Didcot. He questioned the potential slippery slope of such regulation, asking: "While I appreciate the sentiment of regulating sports shirts, where does this end? We know the Government is apparently planning to regulate prices in supermarkets on eggs and milk, it’s been roundly condemned by retailers. Will it extend to season tickets? Sky Sports subscriptions? It’s a dangerous road the minister is being invited to travel."Baroness Twycross clarified that the government is not planning to cap supermarket prices, reinforcing its stance against direct price controls.