— A Marketing Perspective on Protection and Awareness
Scam ads cleverly manipulate consumer psychology, using marketing tactics to spread rapidly and effectively.
- “Limited-time offer!”
- “Endorsed by a celebrity!”
- “Only a few left — act now!”
It’s perfectly natural to feel tempted by such claims. But that’s why we need to understand the mechanics behind these messages and strengthen our ability to assess what’s real. In this edition, we’ll explore how to fight scam ads from three key perspectives.
① The Role of Platforms: Prevention Starts with the Gatekeepers 
— Technology and Systems to Stop the Spread
The first line of defense is the advertising platforms themselves.
On platforms like X (formerly Twitter), Meta (Instagram and Facebook), and Google, most ad approvals are currently handled by automated systems. Because of this, well-crafted scam ads can slip through initial screening and go live before detection.
To counter this, platforms need to:
- Improve AI accuracy in detecting suspicious ads
- Apply stricter monitoring to high-risk sectors (e.g., travel, investment, crypto)
- Introduce human review processes for flagged content
- Automatically flag new advertisers with unverified credentials
Additionally, user reporting systems are essential. Allowing users to easily report suspicious ads — and ensuring swift platform response — can prevent scams from spreading further.
Instead of thinking, “Someone else will report it,” we should realize that “My action could stop future victims.”
② How Brands Should React: Speed Preserves Trust 
— Transparency and Timing Make All the Difference
When a scam ad uses a legitimate brand’s name, the damage can escalate quickly. For example, in the fake Cathay Pacific campaign, the use of a well-known airline’s brand name lent false credibility and caused widespread confusion.
Here’s what companies can do when this happens:
- Quickly issue an official statement warning users
- Place a prominent alert on their website or social media
- Work with media outlets and partners to spread accurate information
- Share screenshots or URLs of the scam to clearly identify the fake
The key: speed.
If a brand remains silent, consumers may think:
“Is this real?” or “Why isn’t the company saying anything?”
In a digital space where misinformation travels fast, immediate and transparent communication is the most effective response.
③ Empowering Consumers: The Most Reliable Defense 
— Developing a Critical Eye Through a Marketing Lens
Ultimately, the most powerful tool for spotting scam ads is the consumer’s own awareness.
Scam ads are designed to lower your guard by using psychological tactics:
- Urgency: “Offer ends today!”
- Popularity: “Everyone is talking about it!”
- Authority: “As seen on CNN!”
- Scarcity: “Only 10 left!”
The best response? Pause and assess.
Practical ways to stay alert:
- Is this offer mentioned on the brand’s official site?
- Does the URL look legitimate? (e.g., www.cathaypacific-airlines.com ≠ official)
- Are there warnings on social media or scam-reporting sites?
- Ask yourself: “Is this too good to be true?”
- Check multiple sources such as news, forums, or reviews
By building these habits, you’ll naturally develop a strong sense of digital literacy.
In Summary: Three Perspectives That Strengthen Resistance
Scam ads are constantly evolving. But by focusing on the following three pillars, we can reduce their impact:
- Stronger platform systems and detection tools
- Swift, transparent responses from brands
- Empowered consumers with critical thinking skills
Marketing knowledge isn’t just for selling. It’s also a powerful tool for protection and discernment.
When individuals are informed and platforms stay vigilant, scam ads lose their power