Just too good to be true…again

We’ve all seen the giveaways on Social Media – whether they are free meals, free holidays, free technology and free cars and we’ve all reacted in the same way, ignoring them. Or have we? Has one particular offer ticked all the boxes and we’ve been tempted?

That’s not a surprise – the amount of personal information available to advertisers on some social media networks means that adds are incredibly targeted today. We can see that in action when you click on a link for a product and then it seems our timeline is awash with similar offers – as we can see from the examples below with these five different ads for the same items that appeared on my timeline within a few days – the legitimacy of the websites hasn’t been verified but that’s another story for another day. This is why social media advertising is an effective solution for many brands – the complex engagement algorithms ensure that we see, frequently, ads for products we like or at least appear to.

The more outlandish the giveaway, the smaller the number of people who engage. However, with over one billion active Social Media users, even a 1% engagement is a million people, all willingly giving away personal (and in extreme cases, financial) data that can be used by advertisers, or worse, sold onto scammers who have more nefarious intentions.

The modus operandi of many of these giveaways is the same. “Like our post, share it with your friends and click on this link so we know where to send the prize”. There is no prize, there is no giveaway. At the best, you will be sharing that personal data, at the worst, by following the link you could infect your machines will all sorts of malicious scripts and programmes that could seriously damage your wealth. The page may look authentic – correct logo, even some branding, but it is so easy to set up as the template of the pages is that of the social media network. People believe that if it is on Facebook/Instagram/Twitter then it must be real. Whilst the networks do their best to remove content that infringes on intellectual property, they often have to work reactively, and that means some damage will be done.

One recent example involved the car manufacturer Toyota, as reported in this article, with the promise of a new car for one lucky person, to commemorate the brand’s 80th birthday. Except their birthday was nearly four years ago and all someone has done is repurposed their marketing from 2017 to make it seem like a new giveaway. That is how easy it is to create these scams. The return on investment for those behind the fake giveaways is minute – personal information is very valuable to rogue parties and so it only needs a handful of people to engage with an ad for the scammers to be in profit.

It isn’t just expensive items that are given away though. One recent example, prior to the return to pubs and restaurants in the UK promised a free meal at a popular chain just for liking/sharing and submitting a few details. With over 50 million Brits unable to eat or drink out since Christmas, the pent up demand to return to something normal was such that no bar or restaurant would need to offer freebies to get people back!

It is unlikely that we will see less of these ads or giveaways, despite our vigilance, which is why we all have a part to play. As Social Media users we can report any ad that ticks the boxes of being suspicious so their abuse teams can investigate; as brand holders we can use monitoring solutions that detect the use of brand names in social media adverts and campaigns and can take action accordingly. But it is important we do something. The ads may have poor spelling, terrible grammar, use misleading pictures and clearly infringe on intellectual property to an extent that they are laughable, but unless we do something they will continue to get more sophisticated and dupe more people.

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