The Deceptive World of Scam Ads
Introduction
In an age where information is at our fingertips, the proliferation of deceptive advertising is a real and growing concern. These misleading ads, also known as scam ads, promise enticing outcomes, exploit celebrity images, and use clickbait tactics to trick unsuspecting internet users into parting with their hard-earned money.
The Anatomy of a Scam Ad
Scam ads often employ dramatic headlines and attention-grabbing images. These images, typically photoshopped or AI-generated, feature prominent celebrities in compromising situations or suggesting they endorse certain products or investments. The ads aim to incite curiosity and urgency, convincing viewers to click on them.
"The thought of some innocent person clicking on that link and spending their hard-earned money on some investment plan that they think I'm endorsing, that really does upset me," says Richard Wilkins, a TV presenter whose likeness has been used in scam ads.
The Ubiquitous Presence of Scam Ads
Scam ads have become a common presence across social media platforms, news websites, and entertainment portals. They are not restricted by geography, affecting users globally across platforms such as Facebook and X (formerly Twitter).
A Global Problem
These deceptive ads are not limited to one country or language. There are instances of similar fraudulent advertising in France, Poland, Sweden, Spain, and many other countries. Each ad tailored to the local audience, using local celebrities, and language to lure potential victims.
The Underbelly of Digital Advertising
Professor Mark Andrejevic, a researcher in digital communication and advertising, likens the situation to the "wild west" of advertising. He suggests that this form of advertising operates outside the regulatory frameworks that traditional broadcasters adhere to.
The Industrial Scale of Scam Ads
It is challenging to ascertain the extent of these ads or identify their creators. However, evidence suggests these ads operate on an industrial scale, often crossing national borders. For instance, a Brazilian politician's verified Facebook page was found to simultaneously run different scam ads in multiple languages targeting people in various countries.
The Modus Operandi
Scam ads generally start with an enticing clickbait headline. Once a victim clicks the ad, they are led to a sophisticated-looking website where they are instructed on the supposed investment opportunity. These scams often create urgency by offering high return rates for a limited time.
"There'll always be an excuse around why you have to pay more money to get the money that you're seeking back," warns Sarah Cavanagh, IDCare's manager of education and outreach.
The Impact on Celebrities
For celebrities whose images are used without consent, the situation is frustrating and damaging. Richard Wilkins has considered legal action but has found it costly and uncertain. David Koch, another TV presenter similarly affected, has been advocating for more regulation and accountability from online platforms.
The Role of Platforms
The Australian Competition and Consumer Commission (ACCC) has taken legal action against Facebook's parent company, Meta, alleging that the platform has engaged in false, misleading, or deceptive conduct. Meta maintains that it is tackling scams through technology, machine learning techniques, and specially trained reviewers.
A Test Case for the Industry
Jeannie Marie Paterson from the University of Melbourne Centre for AI and Digital Ethics believes this case will challenge platforms' claims that they are merely conduits and should not be held responsible for the content.
The Need for Greater Accountability
Richard Wilkins argues platforms should be more proactive in combating scam ads. He also calls for government intervention, likening the current online advertising environment to the wild west.
"Wouldn't it make their business more credible if they were to weed out this sort of stuff, to make it more appealing to legitimate advertisers?" he asks.
What to Do If You've Been Scammed
For victims of such scams, Sarah Cavanagh advises immediately contacting the bank to prevent further unauthorised transactions, reporting the issue to the social media platform, and seeking advice from IDCare if personal information has been shared.
In a world increasingly connected by technology, the menace of scam ads underscores the urgent need for greater regulation, vigilance, and digital literacy.