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BALTIMORE, MD - As Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday approach, Attorney General Anthony G. Brown today issued a consumer alert urging consumers to remain vigilant against increasingly sophisticated holiday shopping scams.
Consumer fraud reached unprecedented levels in 2024, with Americans reporting over $12.5 billion in losses—a staggering 25% increase from the previous year, according to the Federal Trade Commission.
“Every year, scammers target Marylanders looking for the perfect gift for their loved ones,” said Attorney General Brown. “This shopping season, verify the retailer you’re buying from and secure your payment information. Don’t let a too-good-to-be-true deal cost more than you bargained for.”
The AI Threat: A New Era of Fraud
Artificial intelligence (AI) dramatically increases scammers’ ability to defraud their targets. Deepfake fraud cases have surged in the United States, with scammers using AI voice cloning technology that requires as little as three seconds of audio to create a convincing impersonation. These advanced tactics make traditional scams – like fake websites, phishing emails, and fraudulent advertisements – even more dangerous during the busy holiday season.
The holiday shopping period creates ideal conditions for scammers, as consumers face pressure to purchase many gifts in a short period of time, unbelievable deals that coerce consumers to act urgently, and crowded online marketplaces. Fake websites designed to steal personal information, misleading ads on social media, and gift card scams all flourish during November and December.
Protect Yourself This Holiday Season
To help consumers avoid falling victim to holiday shopping traps, Attorney General Brown offers these essential tips:
Research the retailer. Check online reviews to verify the business has a good reputation and satisfied customers. Look for easy ways to contact customer service – if you can’t find clear contact information, consider shopping elsewhere.
Keep your payment information secure. Always type the retailer’s web address directly into your browser. Web searches can lead to fake or look-alike websites. Never send personal information or payments through websites whose addresses don’t begin with “https” – the “s” means your information is secure.
Be wary about clicking advertisements. Scammers frequently use social media ads and emails to lure consumers to fake websites designed to steal personal and financial information or release malware into your computer.
Avoid potential pitfalls with gift cards. Gift cards sold by individuals or at auction sites often turn out to be stolen or counterfeit. Buy gift cards directly from the company’s website or a physical store. When purchasing in-store, ensure packaging is intact and the PIN hasn’t been scratched off. Be especially cautious with emails, pop-ups, or websites offering FREE gift cards – these often steal personal information or credit card numbers. Read more about gift cards and Maryland consumer protections in our Gift Cards Consumer’s Edge publication.
Giving Tuesday and Charitable Donations
Scammers also exploit donors’ generosity during the holiday season. Before donating:
- Verify the charity is registered with the Maryland Secretary of State’s Office;
- Check resources like GuideStar and Charity Navigator for information on an organization’s financials and mission; and
- Be skeptical of urgent appeals and high-pressure tactics.
Read more about safe charitable giving in the Attorney General’s “Keeping Your Eyes Open When Donating to Charities” Consumer’s Edge.
How Maryland’s Consumer Protection Division Helps
Attorney General Brown’s Consumer Protection Division (CPD) works year-round to protect Maryland families from fraud and deceptive business practices. This year alone, the CPD has:
The CPD mediates consumer complaints, investigates fraud and deceptive practices, and takes legal action against businesses that violate Maryland’s Consumer Protection Act – last year, the CPD helped recover millions of dollars for Maryland consumers. In addition, CPD issues consumer alerts and publications. Visit at https://oag.maryland.gov/resources-info/Pages/publications-and-fact-sheets.aspx for a full list of these publications – consumers are encouraged to download, reproduce, and share them.
Consumers who believe they’ve been victims of fraud can file complaints by calling the Consumer Protection Division hotline at (410) 528-8662 or toll-free at (888) 743-0023.
For the latest information on scams, fraud, and consumer news, follow the Office of Attorney General on Facebook, Instagram, or X, and subscribe to receive consumer alerts.
This alert was issued to all consumers who have subscribed to receive consumer information from our office. Consumers can subscribe to this list here: https://public.govdelivery.com/accounts/MDAG/subscriber/new.
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