AI-generated images used in jewellery scam
Regulators and platforms are cracking down on fraudulent jewellery websites, but consumers are urged to check reviews and spot AI-generated visuals.
A jeweller in Hove is dealing with daily complaints from customers of a similarly named but fraudulent business. Stevie Holmes runs Scarlett Jewellery but keeps receiving complaints from customers who confused it with the AI-driven Scarlett Jewels website.
Many reported receiving poor-quality goods or nothing at all.
Holmes said the mix-ups have kept her occupied for at least an hour a day since July. Without clarification, people could post negative comments about her genuine business on social media, potentially damaging its reputation.
Scarlett Jewels is run by Denimtex Limited with an address in Hong Kong, though its website claims a personal story of a retiring designer.
Experts say such scams are increasingly common due to how easy and cheap it is to create AI images. Professor Ana Canhoto from the University of Sussex noted AI-generated product photos often appear too perfect or flawed, while fake reviews and claims of scarcity are typical tactics to mislead buyers.
Trustpilot ratings for Scarlett Jewels are mostly one star, with customers describing items as ‘tat’ or ‘poor quality’.
Authorities are taking action, with the Advertising Standards Authority banning similar ads and Facebook restricting Scarlett Jewels from creating new adverts. Buyers are advised to spot off AI images, large discounts, and genuine reviews to avoid falling for scams.
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