Misleading online ads lead shoppers to unknowingly buy from overseas

Almost half of online shoppers unknowingly purchased items from overseas sellers in the past year, leaving many frustrated with unexpected costs and difficulties securing refunds, according to a Which? survey.

The survey of 14,864 respondents revealed that over four in 10 shoppers were unaware their orders were being shipped from abroad.

Of those who ordered internationally, a quarter received items that didn’t match their descriptions, while others struggled with refunds due to the high cost of returning goods overseas.

Hidden Sellers

Consumers often discovered too late that their orders came from outside the UK, with social media adverts being a common culprit.

Patricia, one of the affected shoppers, shared her experience after ordering a dog coat from an online retailer called DoggyKings.

“I bought a warm, waterproof dog coat from DoggyKings after seeing it promoted on Facebook,” Patricia explained.

But when the coat arrived three weeks later, it didn’t fit her dog.

Looking to return the coat, Patricia was shocked to discover it had been shipped from China.

“The cost of the return was more than the cost of the purchase, so it ended up going to a charity shop,” she said.

Similarly, Barbara (not her real name) ordered a bra from wmbrashop, advertised on social media.

After receiving the wrong size, she discovered the item had also been shipped from China.

“I couldn’t send it back as the postage would have cost far more than the £20 order,” she explained.

Neither retailer responded to Which?’s requests for comment.

Both businesses lack entries on Companies House, the UK’s official register of companies, suggesting they are based abroad.

Consumer Struggles

Among those surveyed, one in six shoppers found that items they ordered from abroad did not match their advertised images, and one in eight received faulty goods.

Despite UK consumer law applying to international orders, many shoppers struggled to enforce their rights.

Under the Consumer Rights Act 2015, shoppers are entitled to refunds if items are faulty or not as described.

They also have a 14-day cooling-off period under the Consumer Contracts Regulations, giving them time to decide whether to keep or return their purchase.

However, more than half of shoppers who tried to return items due to incorrect descriptions or faulty products were unable to resolve their complaints with the international sellers.

Tips for Protecting Yourself

While UK laws protect consumers, enforcing these rights with overseas retailers can be challenging. Which? recommends the following steps to protect yourself when shopping online:

• Check for UK addresses: Before buying, look at the retailer’s contact page to confirm if it has a UK presence.
• Use trusted payment methods: Pay by credit card to gain protection under Section 75 of the Consumer Credit Act. For purchases under £100, you can file a chargeback claim via debit or credit card. PayPal’s Buyer Protection also offers an additional safety net.
• Research the retailer: Search for the business on Companies House and read reviews on trusted platforms.
• Be cautious of social media ads: Many misleading retailers target UK consumers through platforms like Facebook and Instagram.

Which? has also created a free delivery complaints tool to help consumers request refunds from retailers.

By taking these steps, shoppers can better protect themselves from misleading ads and avoid unexpected challenges when buying from international sellers.