Buying something online and finding that it looks nothing like the images shown is very frustrating, and unfortunately it’s becoming more common. In many cases, this is a type of retail scam that often leads to refund disputes with sellers who are misleading people.
Some companies convince people they’re based in the UK by using deceiving brand names and UK websites or postal addresses. They may create AI-generated images of fake products and shops and even make up backstories about the origins of the brand. Low‑quality items are then shipped from overseas and look nothing like the images advertised.
Shoppers seeking a refund are asked to pay expensive international return shipping, which puts many off. The sellers know this, and it’s how they take advantage of people.
When a seller turns out to be based overseas, UK consumer laws are far harder to enforce, making it difficult to recover your money.
There are steps you can take to help spot and avoid these scams. Research a company before buying, check reviews on search engines and third‑party websites, and be cautious of heavily discounted, too‑good‑to‑be‑true prices and “huge closing down” sales. Many people are drawn in through targeted shopping adverts on social media.
It’s also worth considering whether images used might have been created by AI. Overly airbrushed images, inconsistent textures or distortions can be warning signs. Checking delivery information can also help, as overseas stores usually have much longer shipping times than genuine UK‑based brands.
If you’ve been caught out and paid with a debit or credit card, you may still be able to get a refund through the chargeback scheme. Credit card purchases between £100 and £30,000 may be covered by section 75.
The more people who recognise and report these scams, the more can be done. The Competition and Markets Authority relies on reports to enforce the law. You can call the Citizens Advice Consumer Helpline 0808 233133 for help.
Citizens Advice supports people with a wide range of issues. For information and self‑help guidance, visit the national website – citizensadvice.org.uk. To speak to a local adviser in the Stroud and Cotswold Districts, visit citizensadvice-stroudandcotswold.org.uk to complete a webform or call 0808 800 0510.
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