An elderly couple has announced their retirement and the closure of their business after 40 years. This decision creates opportunities for consumers to purchase remaining stock at discounted prices. However, advertisements emphasizing these sales can also mask potential scams, where customers might pay for products but receive nothing or items that differ significantly in quality from what was advertised.
Cybersecurity researcher Marta Mallavibarrena discovered multiple shops on social media using identical language about “closing down” sales for various clothing items. A search of Meta’s ad library revealed approximately 50,000 ads using similar phrases, with 1,600 still active. Many of these accounts were relatively new, while older ones had recently changed their names.
While employing the same marketing strategies is not illegal, it raises concerns when actual images from legitimate stores are misappropriated for deceptive ads. In instances where customers do receive products, they are often subpar and sourced from low-cost suppliers.
Serpil Hall, a consultant on fraud, commented on the rapid establishment of deceptive accounts using persuasive language to create urgency among consumers. She noted that in many cases, goods are never shipped, and sites often vanish after collecting payments, leaving buyers with counterfeit or inferior products. The advertisements frequently employ scarcity tactics, suggesting limited availability and enticing customers with discounts based on purchase quantity.
To identify potential scams, consumers are advised to scrutinize ads critically. Checking comments on the account’s profile can provide insights into other customers’ experiences, while Meta’s ad library allows users to trace the origin of ad content. Running reverse image searches can also reveal the broader use of images. If misleading content is identified, it is possible to report it to Meta, which prohibits deceptive advertising practices on its platforms.
Source: https://www.theguardian.com/money/2025/aug/24/the-closing-down-sale-scam-bargains-fake-ads-facebook-instagram-deals