6.4 million UK shoppers scammed after clicking on a fake ad

UK shoppers have bought almost 100 million items* on the back of glowing online reviews – only to be bitterly disappointed when they arrive, and 6.4 million have lost money to a scam after buying something from clicking on a fake online advert, according to new data** released by National Trading Standards (NTS) ahead of Black Friday and Cyber Monday.

The research found that reviews are a deciding factor for 54% of online shoppers surveyed when choosing what to buy (73% for 25-34s). And almost two thirds (65%) of those using online reviews are more likely to buy a product if it has a five-star rating – highlighting our trust in reviews, many of which are fuelling criminal networks selling poor quality or non-existent goods for easy money.

NTS is warning how criminals use paid individuals, bots and now artificial intelligence (AI) to generate fake reviews on a mass scale – sometimes even entire websites. Consumers will either receive nothing, or they’ll get a bad quality item or a counterfeit of the brand they were expecting.

The research also found that 14% of respondents who shop online have been scammed after buying something from clicking on an advert on search engines or social media. With only 52% of online shoppers confident they could spot a fake or misleading ad, NTS is reminding UK consumers to be vigilant against the annual Black Friday boom in scam adverts designed to lure customers in with glossy graphics and tempting offers.

This year, a new threat has emerged, with two thirds of online shoppers worried about the use of AI in scams. Not only are fake reviews being posted on legitimate sites using AI, criminals are generating entire fake review websites. These are usually linked to specific high demand products such as air fryers or home vacuums, where generic versions are heralded as being better than the big brands – leaving consumers out of pocket, and sorely disappointed.

As criminal tactics evolve, NTS is also now regularly taking down AI-generated retail websites that look like real, family-run companies selling premium, UK-made products, such as jewellery, clothing, shoes, workwear and even patriotic memorabilia. These are often fronted by AI images and personal stories of the ‘owners’. The product shipped is cheap, mass produced in countries such as China. Sometimes customers’ own details are then used on the sites’ contact pages, meaning they receive irate calls and messages from other customers.

To help tackle the criminals and keep consumers safe, NTS is today announcing its appointment as a ‘trusted flagger’ for Google. This status means NTS can work swiftly with the tech giant to take down fake reviews and fake and misleading ads.

Mike Andrews, head of the National Trading Standards eCrime Team, said:

“It’s easy to get drawn in by the hype surrounding Black Friday, and it can be a great time to get a bargain, but we urge people not to let their guard down. From now until Christmas the criminals will be making a killing with scams that are becoming ever more audacious thanks to the emergence of AI.

“Our teams will be working tirelessly to remove fake retail content, but we also ask shoppers to remain alert. They should look wider than reviews and star ratings, avoid buying through ads and treat unknown websites with caution. If people suspect they have been scammed they should report it to Action Fraud or Citizen’s Advice.”

On the new partnership with Google, Mike Andrews said:

“Fake reviews and fake and misleading adverts harm honest businesses of all sizes and cause financial loss and distress for consumers. Our appointment as a Google ‘trusted flagger’ is a reflection of our team’s expertise in disrupting the activities of online criminals. By supporting Google with the swift removal of fake reviews and ads on its platforms we look forward to making an even greater impact in the fight against scams and fraud.”

Fake reviews alone are estimated to influence an estimated £23bn of UK consumer spending every year***. With this money diverted to the criminals, and entire websites springing up that claim to be family-run businesses, it’s clear that small businesses are at particular risk from the harm caused by fake retail content.

Tina McKenzie, Policy Chair at the Federation of Small Businesses (FSB), said:

“As the Christmas shopping season begins, we’re calling on consumers to take care with their planned purchases and make sure they are placed with authentic, brilliant small businesses.

“This is not a time to let your guard down. Criminals luring consumers in with fake products and reviews hurt people during a cost-of-living crisis, often cruelly targeting the most vulnerable shoppers. It also undercuts honest small firms that play by the rules and are embedded in their local community, driving customers away.

“Small businesses can also be targeted with fake and misleading reviews, which can cause serious damage and can be hard to spot, especially now that fraudsters are using AI. Reporting, detecting and removing fake reviews is therefore critical.”

Tips to protect yourself this Black Friday… and beyond

• Question rave reviews – if multiple similar reviews have been uploaded at the same time, if a reviewer’s account has been activated recently or has only reviewed a narrow range of products, alarm bells should ring.

• See beyond the stars – whilst a star rating of 4.5 or 5 can be a good indicator of quality, don’t go by this alone – look at the reviews too and check them against these tips.

• Is it AI talking? – Genuine reviews will often be personal and specific to the individual’s experience of using the item, whilst a fake is more likely to be vague, using generic words and phrases such as ‘amazing’, ‘awesome’, ‘buy this product’.

• Review the reviews – Trusted online review checkers can help you decide if reviews are genuine – current options include TheReviewIndex and RateBud.

• Don’t buy from an ad – If you’re tempted by a product, go back to your browser and search the company website separately. Check out a range of well-known independent review sites (such as TrustPilot) and see if you can find other mentions of the website online. And don’t always rely on the padlock symbol as many criminals have cottoned on to this.

• Beware fake websites – Don’t automatically trust a website that you don’t know. Look for a company address, phone number and professional email address that you can verify, check out their socials and see if you can find reviews about the company elsewhere online. You can also use a web URL checker to see if it’s listed as a scam site.

• Pay securely – Always pay by credit or debit card or a legitimate payment platform (such as PayPal) when shopping online. If a seller asks for a bank transfer or other method of payment, alarm bells should ring.

If you think you have lost money after being duped by a fake online review, misleading ad or a fake website you should report it to Action Fraud (www.actionfraud.police.uk/or 0300 123 2040) or seek advice from a Citizens Advice consumer helpline on 0808 2231133.