Milwaukee, Wis. – Sponsored content is everywhere online. From the top results of your search engine to the tempting deal you scrolled past on social media – it’s hard to avoid.
While most sponsored ads are legitimate, some aren’t. Just as real, trustworthy businesses can purchase sponsored ads to boost their content in your search results or social media feeds, so too can scammers that create impostor websites.
BBB Scam Tracker continues to receive reports from consumers who are tricked into clicking on fake websites that are advertised on search engines and social media as “sponsored.” These scams are not only specific to retail websites and merchandise – there are also reports of sponsored ads for fake passport renewal services, healthcare open enrollment websites, lost and found services, puppies for sale, and more.
How the scam works
It starts with a simple search. Let’s say you’re looking to buy sneakers, and the top result of your search is a “sponsored” ad for a retailer selling your item. Or, you may see a sponsored ad on your social media feed for the same product.
You click on the link and are taken to what appears to be a legitimate website. The merchandise may even be majorly discounted, and you think you’re getting a great deal. At checkout, you enter your personal and financial information and make your purchase.
At this point, you may never receive your merchandise. If you try to contact the company’s customer support, they may not have a record of your purchase, making you realize that you purchased from a fake website. You may not be able to find the original website that you purchased from or their contact information may be disabled.
As mentioned, these sponsored ad scams are not always tied to fake retail websites. One person shared their experience on BBB Scam Tracker, “I did a [search engine redacted] search for “Apply Global Entry” and I clicked on the first link that showed up. I didn’t realize it was a sponsored link. I filled out all my daughter’s personal information including name, date of birth, address, passport information thinking I was on the U.S. government’s website and realized only when I arrived at the payment page that this was a scam.”
How to avoid sponsored ad scams
- No matter what, always confirm you are on a legitimate website. Even if a website is sponsored and shows up at the top of your search results, always confirm that you are on the correct website before making a purchase or entering your personal information. Scammers are easily able to create lookalike websites that seem like the real deal. See BBB’s tips for identifying a fake website.
- Use caution when making purchases through social media shops. Sometimes, sponsored ads on social media platforms take you to purchase products on the app’s shop. You may not be able to tell if the retailer or merchandise is legitimate through the app’s shop. If you’re unsure, you can search for the retailer on your own and find their real website to purchase from. See BBB’s tips for buying from social media ads.
- Be wary of too-good-to-be-true deals. Major discounts on otherwise expensive products often trick people into purchasing items on fake websites. If the deal seems too good to be true, it probably is. Do a quick search to compare prices on other sites to get an idea of what the item really costs.
- Use BBB to verify business information. If you’re questioning whether the website you’re visiting is an impostor site, check with BBB.org to find the business’s information and verify its web address. If you’re not familiar with the business, you can also see if there are any customer reviews or complaints listed.
- Be proactive and keep trusted contact information handy. Having official websites bookmarked or customer service numbers saved can help you avoid scams when you’re in a hurry and searching for a business. See BBB’s recommendations for what contact information to save.
For more information
Read BBB’s tips for smart online shopping. Keep an eye out for online passport renewal scams.
When searching online, keep in mind that fake customer support scams are also common – read these tips about fake tech support, airfare customer service, and customer service accounts on social media.
Have you experienced a sponsored ad scam? Report it to BBB Scam Tracker to help warn others.
View the online version
For more information or further inquiries, contact the Wisconsin BBB at www.bbb.org/wisconsin, 414-847-6000 or 1-800-273-1002. Consumers also can find more information about how to protect themselves from scams by following the Wisconsin BBB on Facebook, Twitter, Instagram and YouTube.
ABOUT BBB: The Better Business Bureau has empowered people to find businesses, brands, and charities they can trust for over 110 years. In 2023, people turned to BBB more than 218 million times for BBB Business Profiles on 5.3 million businesses, and 80,000 times for BBB charity reports on about 12,000 charities, for free at BBB.org. The International Association of Better Business Bureaus is the umbrella organization for the local, independent BBBs in the United States and Canada.
