Fake social posts using H&M's name to advertise sweaters for carrying dogs or babies are drawing warnings from consumer group Which.
While the branding suggests the retailer is behind them, the attached links send shoppers to websites unrelated to H&M.
Here's what to know
ITV News reported on TikTok that Which had identified bogus adverts pretending to be from H&M. The clips promoted unusual wearable items, but the links did not go to H&M, and the products shown were not on the retailer's official website.
@itvnews The consumer group Which? is warning people online not to fall for fake adverts posing as the popular high street retailer H&M. Videos circulating on social media appear to show high-street fashion brand H&M promoting unusual products, including jumpers designed to carry dogs and children. However, links on the accounts lead to websites unrelated to H&M, and none of the advertised products appear on the retailer's official website. Consumer expert Martin Lewis has previously warned people to treat social media adverts as fake until proven otherwise and advises shoppers to visit official websites rather than clicking on links in adverts. #itvnews #handm #scam #ai ♬ original sound - ITV News
ITV News said, "Videos circulating on social media appear to show high-street fashion brand H&M promoting unusual products, including jumpers designed to carry dogs and children." The outlet's summary said the baby-carrying items were being pitched to parents of newborns.
One user connected the warning to other fake ads on social platforms. One user said that pharmacy chain Boots had also been branded on fake ads that were "selling dodgy slimming products."
More background
Among the products shown were a jumper presented as carrying a dog and a sweater marketed as carrying a baby.
TCD Picks » Quince Spotlight
💡These best-sellers from Quince deliver affordable, sustainable luxury for all
H&M's official website does not list any of the items featured in the ads, even though the posts are made to look like standard retail promotions and send users elsewhere.
According to ITV News, the baby-focused ads were aimed at parents of newborns. That raises the possibility that vulnerable shoppers are being targeted through products tied to babies.
Users were frustrated by how widely the posts had spread. One said, "Facebook need to sort it out. Just Google the name and it will give you the information. Some of these get thousands of shares."
What can be done?
Which warned shoppers not to assume an ad is legitimate just because it uses the name of a popular high-street retailer. In the H&M examples it flagged, the branding was familiar, but the links were not.
ITV News also highlighted advice from consumer expert Martin Lewis. He said people should treat social media adverts as fake unless they can verify them, and should go straight to official brand websites instead of using advert links.
Users also called for stronger moderation from platforms. One said, "Social media needs to do more to ban them."
A safer approach is to look for the item on the retailer's official website yourself. In the examples flagged by Which, the products did not appear there at all.
One user said, "Unless you can be 100% certain, every advert on social media is a scam."
Get TCD's free newsletters for easy tips, smart advice, and a chance to earn $5,000 toward home upgrades. To see more stories like this one, change your Google preferences here.
