THE QUIET MENACE OF FAKE ONLINE MARKETING

                                                                              

                                                                      (AI-created image)

THE QUIET MENACE OF FAKE ONLINE MARKETING

In the rapidly expanding digital marketplace, convenience has become a vulnerability. Among the most troubling developments is the rise of fraudulent online marketing practices, which increasingly prey upon trust, particularly that of the elderly and the medically vulnerable. A recent incident serves as a telling example. An elderly relative of this author was persuaded, through an online platform, to purchase a so-called “neuropathic foot pain cream” for a considerable sum. The product boldly claimed to deliver a cure within a week: an assertion that, to any medically informed observer, is immediately suspect. Upon closer inspection, the cream appeared to be nothing more than petroleum jelly, artificially scented and coloured. More alarmingly, the packaging lacked even the most basic regulatory information: no manufacturer’s name, no list of ingredients, no safety warnings, and no contact details.

Such omissions are not merely careless; they are indicative of deliberate evasion. In legitimate pharmaceutical or cosmetic products, these details are mandatory, serving as safeguards for consumer health and accountability. Their absence transforms a dubious product into a potentially dangerous one. The implications extend beyond financial loss. The use of unverified substances may lead to skin irritation or allergic reactions. More critically, reliance on such products can delay proper medical treatment, allowing underlying conditions to worsen. In cases involving chronic pain or nerve disorders, this delay can have lasting consequences. What makes these schemes particularly insidious is their method of persuasion. They often employ exaggerated claims, fabricated testimonials, and a false sense of urgency; “limited time offers” or “miracle cures”, designed to override scepticism. For individuals less familiar with digital literacy, these tactics can be remarkably effective. Addressing this issue requires both vigilance and education. Consumers must be encouraged to question extraordinary claims and to verify the legitimacy of products before purchase. Equally important is the role of regulatory authorities and online platforms in identifying and removing such fraudulent listings.

In earlier decades, the image of an itinerant vendor laying out questionable remedies on a roadside cloth was a familiar one across South Asia. These sellers, often persuasive and theatrical, would promise miraculous cures for ailments ranging from hair loss to chronic illness. Their trade thrived on spectacle, urgency, and the absence of scrutiny. While their reach was limited to passers-by, the risks they posed, financial exploitation and potential health harm, were real.

Today, that very model has undergone a digital transformation. The footpath has shifted to the infinite scroll of social media platforms, where influence, virality, and algorithmic reach have replaced physical presence. What was once confined to a street corner now operates across borders, languages, and time zones, creating a marketplace that is vast, unregulated, and often opaque.

Social media has become the modern footpath for sellers of dubious products. Just as the traditional Afghan vendor once laid out “cute medicines” on a cloth by the roadside, today’s digital hawkers display miracle cures in Instagram reels. The footpath had no regulator, no license check, and no guarantee of purity. Social media platforms, despite their community guidelines, operate with similar lawlessness regarding fake product marketing. The scale, however, is incomparably larger. A footpath seller could cheat a few dozen people a day. A viral post can deceive millions in hours. Major Drawbacks of Uncontrolled Fake Product Marketing on Social Media*

The Scale and Mechanics of Digital Deception

1. Scale of Deception: A single viral post can mislead millions, unlike a footpath vendor limited to a few dozen.

2. Zero Entry Barrier: Anyone can launch a “brand” with a phone, no license, no verification.

3. Anonymity of Sellers: Accounts are deleted or renamed overnight, removing accountability.

4. Algorithmic Amplification: Engagement rewards sensational claims rather than truth.

5. Targeted Exploitation: Ads use user data to push fake health cures to the vulnerable.

6. Fake Social Proofs: Paid comments, bots, and AI reviews drown out real victims.

7. Cross-border Evasion: Sellers operate from abroad, escaping local jurisdiction.

8. Deepfake Endorsements: AI doctors and celebrities give false credibility.

9. No physical Inspection: Buyers cannot see, smell, or test products before paying.

10. COD Abuse: Cash-on-delivery mimics footpath sales: pay first, discover fraud later.

Consequences for Consumers and the Marketplace

11. Language loopholes: Scams in regional dialects bypass English-trained moderation.

12. Regulatory Lag: Takedowns happen after money is made and accounts abandoned.

13. Health Hazards: Untested supplements, steroids, and skin products cause real harm.

14. Financial Loss: Repeated small scams drain low-income households.

15. Undermining Trust: Genuine small businesses lose credibility in a flooded market.

16. Private Group Sales: WhatsApp and Telegram create closed, unmoderated bazaars.

17. Urgency Tactics: “Limited stock” and “offer ends tonight” force impulse buys.

18. Weak Deterrence*:: Rare penalties mean high profit, low risk for scammers.

19. Victim Silence: Shame and complex reporting stop complaints.

20. 24/7 Exposure: Unlike a street stall, the digital footpath never closes.

The implications of these practices extend far beyond isolated instances of fraud. Consumers are exposed not only to financial exploitation but also to significant health risks, particularly when unverified products claim medicinal or therapeutic benefits. At the same time, legitimate businesses suffer reputational damage in an ecosystem where trust is steadily eroded.

Towards a Framework of Accountability and Trust

I would strongly suggest government intervention, like a mandatory' Product Certification' before social media marketing. It could also be a Digital Product Authentication Number (DPAN) issued by FSSAI, CDSCO, or BIS after quality, safety, and claims verification. The government must advise Meta, YouTube, TikTok, and others to block health, wellness, and finance ads without a valid DPAN embedded in the ad metadata. The authorities must link every commercial social media page to Aadhaar or GST with physical address verification before ad tools are enabled. Any product claiming to treat, cure, or enhance must pass an expedited claims-review board. No DPAN, no post. Authorities must enable buyers to scan a QR or click a link on every ad to view the certificate, ingredients, manufacturer, and complaint history. Platforms must face fines for untagged fake product ads that runs >24 hours after reporting. Authorities must reward users who report uncertified products that lead to takedowns, paid from penalties collected.

IT Ministry, Health Ministry, and Consumer Affairs jointly run a real-time monitoring cell with API access to ad libraries. We must also empower state cyber cells to freeze COD accounts and payment gateways tied to uncertified sellers. The government must run ads in regional languages explaining DPAN and how to check it, making certification a consumer habit.

These measures, if implemented effectively, would not only deter fraudulent actors but also create a culture of accountability and transparency. By ensuring that every marketed product carries verifiable credentials, the digital marketplace can begin to restore consumer confidence.

 Conclusion

This is the need of the hour to regulate marketing on Social media.

The evolution from footpath trading to digital selling need not be a descent into unchecked exploitation. With timely intervention, thoughtful regulation, and informed consumer participation, it is possible to transform this chaotic landscape into a trustworthy and equitable marketplace. The objective is not to stifle innovation, but to ensure that progress is accompanied by responsibility, safeguarding both public health and consumer trust in an increasingly digital age.

 

( Avtar Mota )

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