OPINION: Sponsored ads can trick consumers to fake websites

Sponsored ads, which are practically a given anytime you do an online search, can be an ominous way of luring consumers to fake websites that seek to steal money and personal identities.

The ads are prominently displayed on search engine results or on social media; they often come up at the top of the search and are labeled as “sponsored.”

Businesses pay for these as a way to promote their products or services online. While many are legitimate, the Better Business Bureau is reporting incidents in which consumers are tricked into clicking on what turns out to be fake websites.

Among the consumer complaints are fake sponsored ads for bogus passport renewal services, health care open enrollment websites, lost and found services, puppies for sale and others.

When people click on such ads, they are taken to what looks like a legitimate website.

Sometimes there will be items that have huge discounts or other enticements.

Those who make a purchase will end up turning over personal and financial information and likely will never get their order. The BBB says those who have tried to contact the company’s customer support learn there is no record of purchase. In fact, they may be unable to locate the website at all or find that the company’s contact information has been disabled.

And this is not only happening on fake retail sites. The BBB got one report from someone who thought they were doing business on a government website, only to learn they had turned over name, date of birth, address and passport information to a scammer.

Here are some ways of avoiding this, courtesy of the BBB:

• Even if an ad comes up at the top of your search results and you’re tempted by the convenience of clicking on it, take the extra step of making sure it’s the correct site before buying anything or entering personal details.
• Be careful when purchasing something from social media shops. “Sometimes, sponsored ads on social media platforms take you to purchase products on the app’s shop,” the BBB says. “You may not be able to tell if the retailer or merchandise is legitimate through the app’s shop.” If you’re uncertain, do your own search for the business and purchase through its legitimate website.
• Follow an old maxim when it comes to scams: If it seems too good to be true, it likely is too good to be true. This is how fake ads trick people into purchasing: by offering steep discounts and tempting deals. Do a quick comparison of other sites to get an idea of what an item really costs.

Federal data showing a boom in fraudulent text messages over the past five years pinpoints which were the most common in 2024.

Drawing the most number of complaints were bogus package delivery texts, in which the recipient is asked to address a supposed issue with an incoming shipment, according to the Federal Trade Commission.

Also common were fake job opportunities, including “task scams” that involve promises of online work but end up asking people to invest money.