Scam adverts posing as Lidl found on social media
Consumer group Which? has uncovered 49 fraudulent adverts impersonating Lidl on Facebook and Instagram.
The ads promoted discounted items such as coffee machines, electric bikes, and outdoor furniture sets. Clicking on the links led users to scam websites registered earlier this year, with no contact information or valid business address.
Lidl confirmed to Which? that it was not associated with the adverts. Meta, the parent company of Facebook and Instagram, has said it is investigating the reported ads.
Which? said the sites raised several red flags, including recently registered domains and addresses leading to empty car parks. The consumer group reported the websites to the National Cyber Security Centre.
[A scam advert impersonating Lidl on Facebook and Instagram/Credit: Which?]
Last year, Which? also warned about fake promotions for Lidl mystery boxes that left victims out of pocket, with some losing almost £200 through multiple unauthorised transactions.
These incidents are part of a growing trend known as purchase scams, where people pay online for goods that never arrive or do not match descriptions. According to UK Finance, £53 million was lost to purchase scams in the first half of 2025.
Under the Online Safety Act, online platforms will eventually be required to detect and prevent fraudulent paid-for advertisements. However, Ofcom has delayed publishing the rules, meaning they are not expected to take effect until at least early 2027.
Which? is calling on Ofcom and the UK Government to bring in the protections sooner. The organisation has urged ministers to use upcoming fraud legislation to ensure scam ad rules are introduced within a year of the Act’s publication.
Which? has also published advice on spotting scam adverts, including checking for verified brand accounts, using image search tools to detect stolen pictures, and reporting suspicious ads directly on Facebook or Instagram.
Victims of online scams are advised to contact their bank immediately and report losses to Action Fraud here.
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