Consumer Vulnerability to Social Media Fraud Ads Reaches 50%

Around half of consumers in both the UK and the US have reported being targeted by social media advertisements that promote retail fraud guides and services, along with disguised “refund hacks,” as indicated by a recent study conducted by Netacea.

The cybersecurity firm surveyed over 2,000 consumers to compile its report on the state of cyber fraud in the retail sector for 2025. The findings highlight a growing trend of normalizing fraud through high-visibility advertisements on mainstream platforms, encouraging consumer participation in illegitimate activities.

Historically, such advertisements were primarily seen in underground forums associated with “fraud-as-a-service.” This shift to mainstream social media indicates a significant expansion of organized fraud operations and reveals a target audience that is a largely untapped reservoir of “clean” user accounts—those not yet flagged as suspicious by fraud detection tools.

As the report articulates, this trend advantages criminals by minimizing potential threat signals, thereby complicating efforts to enforce fraud prevention measures. By familiarizing communities on platforms like TikTok with the concept of easy income through unethical means, criminals can effectively desensitize users and recruit them as unwitting participants in fraudulent activities.

The research identified that 45% of respondents recalled being targeted by advertisements for retail fraud, while 58% encountered refund hacks masquerading as legitimate influencer content, bolstering the perception of these schemes as acceptable. Alarmingly, nearly 16% of consumers now view retail fraud as victimless, with over half believing that retailers are responsible for absorbing such losses without impacting their pricing models. Furthermore, a quarter of participants expressed that they had felt tempted to engage in fraudulent behavior, with 15% open to escalating fraud under appropriate conditions.

Familiarity with these practices is not limited to online interactions; 37% mentioned encountering friends discussing retail fraud, and 15% noted family involvement. The nature of tricks consumers are being exposed to includes:

– Claiming non-receipt of an order to obtain a refund or replacement.
– Returning an empty package as part of a refund claim.
– Utilizing stolen payment details for purchases.
– Making purchases with illegally obtained gift cards.
– Engaging third-party services, often dubbed “boxers,” to process refunds for fraudulent schemes.

These findings resonate with a concurrent report indicating a rise in chargeback fraud and refund abuse, suggesting retailers now perceive customers as a notable threat comparable to professional fraudsters.

Additionally, Netacea reported a troubling uptick in cases of insider fraud, with 18% of respondents knowing someone involved in such activities—either employed by retailers or fulfillment services. “Every day, we monitor professional criminals on underground platforms, and it is evident that retail fraud techniques have exited the shadows. They are now openly shared among personal networks and substantially promoted online,” stated Matthew Gracey-McMinn, VP of Threat Services at Netacea.

This cultural shift toward acceptability in fraudulent behavior is concerning and underscores the pressing need for enhanced consumer education and robust security measures within the retail sector.