Parents are being cautioned about a rising trend where cybercriminals exploit viral toy promotions on TikTok to mislead families to scam websites. As Christmas approaches, children across the UK increasingly turn to the platform for gift ideas, leading to billions of views on videos showcasing various toys and gadgets. Unfortunately, experts warn that behind these innocent-seeming clips are elaborate scams designed to steal money and personal information.
The allure of TikTok as a festive catalogue has made it a prime target for fraudsters. According to data from UK Finance, over 83 percent of purchase scams originate from social media platforms that feature embedded links. TikTok’s “Shop Now” banners and links in comments are particularly problematic. Fraud reports indicate that children are inadvertently sharing scam links disguised as toy promotions with their parents.
Mark Baars, a tech expert at Unit4, highlights the effectiveness of TikTok toy trends in enabling scams. “Criminals are well aware of how TikTok operates. They recognize that children often replicate what they see, including sharing links,” he stated. When a child excitedly shares a link to a trending toy, parents may click it without hesitation, often unaware of the potential risks.
Scammers are quick to establish fake online stores that mimic legitimate retailers. Baars explains that the algorithms of TikTok work in favor of these criminals, as they can easily gain visibility through video comments and paid advertisements. “When a toy trends, scammers act swiftly to create fake shops that look credible,” he added.
Several scams have gained attention recently. A viral promotion for a “£9 mega slime kit” appeared to be backed by craft influencers but redirected users to a cloned site of a well-known retailer, resulting in no deliveries. In another instance, a “Glowball Galaxy Projector” was linked to a domain that had been registered only days prior, leaving hundreds of parents reporting financial losses.
The sophistication of these scam sites has increased, utilizing professional images and counterfeit Trustpilot logos to appear legitimate. Some even incorporate fake order-tracking systems, misleading parents into believing their purchases are simply delayed. Baars emphasizes the danger of TikTok’s perceived authenticity, as viral videos can attract bot-generated links that slip through the platform’s moderation.
As Christmas approaches, the number of fake sites is expected to rise alongside trending toys. Baars urges parents to refrain from purchasing directly through TikTok links. Instead, he recommends conducting independent searches for products in a separate browser. “If the website does not appear elsewhere or if the price seems unusually low, it’s best to avoid it,” he advised.
In addition to exercising caution, Baars encourages families to engage in open discussions about online safety with their children. Reporting any suspected scams immediately is crucial. “If you believe you have clicked on a dubious link, reach out to your bank without delay. Quick action is vital,” he said.
As the festive season approaches, vigilance is essential to protect families from the increasing threat of online scams linked to popular toy trends on social media platforms.
