US EditionBeware of Online Ads with Elaborate Backstories – They May Not Be From a Real Small Business
Experts highlight use of AI, fake hardship stories, and misleading ads in scams; 36% of Americans report lost refunds on counterfeit or undelivered online purchases, Pew Research found.
- Online, misleading ads and copycat shops are impersonating small merchants, with Deanna Newman, owner of C'est La Vie, finding scam sites using her name and domains registered in China in November.
- Using advertorial formats and sentimental founder tales, anonymous scammers and vendors append fake hardship narratives like going-out-of-business or memorial sales to gain sympathy.
- Experts advise doing a domain name search through ICANN or Whois to verify registrations and recommend checking multi-year reviews on Better Business Bureau or Trustpilot to confirm merchant history.
- Legitimate small-business owners report reputational damage and lost sales, as a Pew Research Center survey found about 36% of consumers failed to receive refunds and shoppers posted complaints on Trustpilot.
- Faster digital tools and AI are complicating detection, making it increasingly difficult for consumers to tell real merchants from fabricated ones, Seth Ketron said, as fraudsters using AI-generated images refine their tactics.
17 Articles
17 Articles
Beware of online ads with elaborate backstories – they may not be from a real small business
Melia & Co appears to be a small family-run business. The sweaters on its website feature a photo of a woman hand-knitting a Christmas design. The caption says that after decades of creating knitwear that tells “quiet stories of care and beauty,” she is closing her little studio and the pieces on offer are her last. Read more...
Santa Maria Times
Independent EspañolMelia & Co appears to be a small, family-run business. Their website features a photo of a woman hand-knitting a Christmas design. The caption states that, after decades of creating knitwear that tells “silent stories…”
Beware of online ads with elaborate backstories. They may not be from
Melia & Co appears to be a small family-run business. The sweaters on its website feature a photo of a woman hand-knitting a Christmas design. The caption says that after decades of creating knitwear that tells “quiet stories of care and beauty,” she is closing her little studio and the pieces on offer are her last. The website of Olivia Westwood Boutique also spotlights a charming backstory. The “About Us” section states that twin sisters run t…
Associated Press News
Beware of online ads with elaborate backstories. They may not be from a real small business
Online ads that appeared before the holidays linked to a website featuring a photo of a woman hand-knitting a Christmas sweater.
SCIENCE & TECH: Beware of online ads with elaborate backstories. They may not be from a real small business – One America News Network
By MAE ANDERSONUpdated 6:25 AM PST, January 15, 2026 (AP Photo/Jenny Kane, File) Melia & Co appears to be a small family-run business. The sweaters on its website feature a photo of a woman hand-knitting a Christmas design. The caption says that after decades of creating knitwear that tells “quiet stories of care and beauty,” she is closing her little studio and the pieces on offer are her last. The website of Olivia Westwood Boutique also spotl…
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