Online ads with elaborate backstories may hide fake small businesses

Several websites used sentimental backstories and identical stock images to pose as family-run shops, while domain records and consumer reviews reported links to recent registrations abroad and complaints about poor-quality goods and refunds.

Several online storefronts presented sentimental backstories and photos to appear as small, family-run shops. Reporting found many of the same Icelandic and Nordic sweater images across multiple sites and pop-up ads, and some domains were registered in China shortly before the holiday season. Consumer reviews on platforms such as Trustpilot reported low-quality goods and problems with returns. Key points: - Multiple sites used identical stock images and similar product listings while claiming unique artisan origins. - Some website domains were registered in China in November, just ahead of the holiday shopping season. - Pop-up ads and product pages included labels such as "advertorial" and disclaimers that the people pictured were models. - Consumer review sites showed widespread complaints about poor-quality items and difficulties obtaining refunds. Summary: These apparent deceptions generated consumer complaints and have affected perceptions of legitimate small retailers. Experts cited the growing sophistication of digital tools as a factor that can make such sites harder to distinguish from genuine shops. Undetermined at this time.