Dozens of consumers across the West Midlands and beyond have reportedly fallen victim to a growing wave of sophisticated online scams, with more than 60 individuals detailing their experiences to a recent investigation. These scams frequently involve companies utilizing artificial intelligence to create misleading advertisements on prominent social media platforms, including Facebook and Instagram.
Sources tell Millenium TV that these fraudulent businesses often mimic authentic, family-run UK enterprises, complete with fabricated backstories and imagery. However, products purchased through these ads are typically cheap goods shipped from overseas, primarily Asia, rather than local British sources. Technology giant Meta, owner of Facebook and Instagram, has faced accusations of allowing these deceptive practices to proliferate on its platforms.
Following scrutiny, Meta confirmed it has removed content associated with at least six companies identified for these misleading practices. These firms falsely claimed a UK presence while operating with returns addresses in China or other international locations. Among those removed was C’est La Vie, which presented itself as a long-established jewellery retailer from Birmingham, and Mabel & Daisy, which used AI-generated images to sell “timeless clothing” from a supposed Bristol shop but operated from Hong Kong.
Other entities Meta is reportedly taking action against include clothing companies Sylvia & Grace, Chester & Claire, Harrison & Hayes, and Olyndra London, alongside the accessories brand Omelia & Oliver Jewels. Customers who purchased from these businesses have lodged numerous complaints, often describing items as “the cheapest junk ever” and expressing frustration at being misled into believing they were supporting UK-based brands.
Claire Brown, a consumer, recounted her experience, having purchased two dresses for £73 from Luxe and Luna London after frequently encountering its appealing advertisements. Upon arrival, the dresses were described as poorly made and flimsy. Ms. Brown reported the company to Meta but received no resolution. The company has since ceased operations, issuing a statement about a “devastating turn” in life, a message strikingly similar to one used by the now-removed C’est La Vie.
Another user, Stuart, shared that after reporting multiple suspicious companies, he was advised to simply “influence the ads that you see by hiding ads and changing your ad preferences,” with no further action taken against the reported fraudulent advertisers. Millenium TV understands that many of these schemes employ “dropshipping” models, where third-party sellers market products they have never seen, often at significant mark-ups, with goods sourced directly from wholesalers.
Consumer advocates emphasize the importance of vigilance against “too good to be true” offers and high-pressure sales tactics in social media advertising. They recommend caution with recently created accounts claiming to be well-known companies, especially those with few followers. Consumers should independently verify a company’s legitimate website rather than clicking directly on ad links. Experts also advise looking out for AI-generated images that appear “too perfect” and conducting a quick online search to confirm the physical address of any claimed brick-and-mortar store.
© Millenium TV
