As the festive season approaches, parents are being warned about a surge in online scams linked to viral toy trends on TikTok. Cybercriminals are capitalizing on the platform’s popularity to direct families to fraudulent websites, particularly as children seek out gifts for Christmas.
TikTok has transformed into a crucial shopping resource for many children in the UK, with toy videos gathering billions of views. From “mystery fidget bundles” to collectible figurines, these clips are frequently shared between children and their parents. Unfortunately, experts caution that beneath the surface of these appealing videos lies a landscape of sophisticated scams designed to exploit unsuspecting families.
Reports indicate that scams originating from social media platforms have sharply increased in recent years. According to UK Finance, over 83 percent of purchase scams begin on platforms with embedded links, such as TikTok’s “Shop Now” features. This trend has led to numerous incidents where children unknowingly share scam links with their parents, disguised as legitimate toy offers.
Mark Baars, a technology expert at Unit4, emphasized the effectiveness of TikTok toy trends as tools for scammers. “Criminals know exactly how TikTok works. They understand that children copy whatever they see on the screen, including the links,” Baars stated. The rapid pace of these scams allows fraudsters to set up fake shops that mimic legitimate retailers, pushing links through video comments or advertisements. When children send these links to their parents with requests for specific toys, many parents click without hesitation.
The strategies employed by scammers rely heavily on emotion and the platform’s algorithm. Parents often believe they are following links posted by authentic toy collectors or review accounts, whereas many videos are created solely to redirect them to fraudulent sites.
One recent scam involved a viral “£9 mega slime kit” that appeared to be promoted by popular craft influencers. The link led users to a website that closely resembled a reputable retailer, yet no products were ever delivered. Another example was the “Glowball Galaxy Projector,” which redirected buyers to a domain registered just a week prior, resulting in numerous reports of financial loss from parents.
Baars noted that these scam sites are increasingly polished, utilizing professional images, counterfeit Trustpilot logos, and checkout pages that closely resemble those of real retailers. Some even feature fake order-tracking pages, misleading parents into believing their purchases are simply delayed.
A significant challenge lies in TikTok’s illusion of authenticity. Viral videos often attract bot-generated links, and while some are removed by the platform, many slip through the cracks. As Christmas draws near, Baars anticipates an uptick in fraudulent sites capitalizing on trending toys.
To safeguard against these scams, Baars recommends that parents refrain from purchasing directly through TikTok links. Instead, he advises them to open a separate browser and conduct their own search for products. If the website does not appear on other platforms or if the pricing is significantly lower than usual, it is wise to avoid the purchase.
He also encourages families to maintain open conversations about online risks and to report any suspected scams promptly. “If you think you’ve clicked a suspicious link, contact your bank straight away. Speed is everything,” Baars concluded.
As the holiday shopping season heats up, parents are urged to remain vigilant and informed, ensuring that their children’s excitement for new toys does not lead them into the traps set by cybercriminals.
