Beware the suspicious social media influencers and their 'artisan' wares - Which?

Beware the suspicious social media influencers and their 'artisan' wares—Which? highlights a growing scam pattern in which AI-generated personas peddle dubious handmade goods. The investigation identified seven accounts across Facebook, Instagram, YouTube and TikTok featuring videos built around sentimental sob stories about an artisan creator who cannot sell their articles. The clips promote links to suspicious websites that often look newly created and host fake reviews. In several cases the influencers appeared almost cartoonish, suggesting AI-generated voices or personas used to portray authentic artisans. Despite warnings, many videos attracted hundreds of thousands of views and only some were removed after platform alerts.

UK Finance data cited by Which? show purchase scams reached a record £118.1 million in 2025, underscoring how consumer demand outpaces platform safeguards. The report notes that the websites linked from the videos often display fake reviews and were typically new, with consistent branding across different frauds. In one case, a young boy selling cardigans appeared alongside videos of a man selling inflatables, using the same site to host both product lines and sham testimonials. Shoppers are urged to scrutinize sources, verify contact details and watch for overly polished stories that pivot to a sale. The overall message: proceed with caution when shopping from social-media links.