Snapchat has become one of the most popular social media platforms, especially among young people. With over 300 million daily active users, Snapchat offers brands and businesses a unique way to reach potential customers through advertising. However, the rise in Snapchat ads has led some users to question if some of these ads could potentially be scams.
What types of ads can you find on Snapchat?
There are a few main types of ads on Snapchat:
- Snap Ads – These are full-screen video ads that play between Snapchat content. They can be up to 10 seconds long.
- Commercials – Pre-roll ads that play before certain Publisher Stories. They are usually 6 seconds long.
- Sponsored Lenses – Special lenses and filters created by brands that users can apply to their Snaps.
- Sponsored Geofilters – Location-based filters sponsored by advertisers that can be used on Snaps.
- Collection Ads – Scrollable ads that let users tap to browse a brand’s collection of products.
- 3D World Lenses – Interactive 3D branded objects users can place in their Snaps using augmented reality.
These ad formats allow businesses to get creative and find visually engaging ways to reach Snapchat’s younger demographic. But the question is – could any of these ads potentially be scams?
Possible red flags to look out for
When assessing if a Snapchat ad seems suspicious, here are some possible red flags to watch out for:
- “Too good to be true” offers – Unbelievable deals or prizes being offered.
- Pressure to act quickly – Urging users to act now or miss out.
- Asks for personal/financial information – Requests sensitive info like SSNs, bank account details.
- Directs to an outside website – Leads to a shady looking external site.
- Spelling/grammar errors – Contains typos, indicating lack of legitimacy.
- Unknown advertiser – The brand or company name is unfamiliar or untraceable.
- Strange contact info – Provides only an email or mobile number, no website.
- Unverifiable claims – Makes unbelievable claims about a product that can’t be confirmed.
These signs do not guarantee an ad is a scam, but they should make users cautious about engaging with the ad and cautious before sharing any personal information or payment details.
CommonSnapchat scams to watch out for
While most ads on Snapchat are legitimate, here are some shady schemes users should be aware of:
Free gift card offers
Ads promising free gift cards from major retailers like Amazon or iTunes are almost always too good to be true. Users are told to click a link to take a survey, provide personal information, or share the ad before getting the card. The card numbers typically don’t work or require excessive hoops before they can be used.
“Cash for Snapchat usernames” ads
These ads tempt users to share their Snapchat username to earn quick cash. However, it usually leads to account hacking or users getting spammed with promo codes to buy products. Legitimate companies don’t need usernames to pay people.
Weight loss product ads
Advertisements for weight loss gummies, shakes, or pills are designed to attract impulse buys from insecure users. However, these products are usually scams with no real proof of benefit. Legitimate dietary products don’t need Snapchat ads to be sold.
“You’ve won” ads
If an ad claims you won some prize like an iPhone just for using Snapchat, it’s too good to be true. These are phishing attempts aiming to get users to input sensitive information to claim fictitious prizes.
Investment or cryptocurrency ads
Any investment opportunity promoted via Snapchat ad is very risky. These include ads for obscure cryptocurrencies, foreign exchange trading platforms, and investment coaches charging for tutorials. Legitimate investment firms and advisors don’t advertise in this manner.
Romance and dating offers
Many romance and dating ads on Snapchat are scammers looking to take advantage of lonely users. They may direct victims to shady dating apps or websites with monthly charges or make sob stories to trick users into sending money.
How to report suspicious Snapchat ads
If an ad on Snapchat seems sketchy or misleading, it’s important to report it. Here’s how:
- Press and hold on the ad to open details.
- Tap the flag icon in the upper right to open reporting.
- Select the reason for reporting – e.g. scam, misleading, inappropriate.
- Provide additional details in the text box.
- Tap ‘Report’ to submit.
Reporting suspicious ads helps Snapchat identify and remove scams or policy-violating ads from circulation.
Best practices for avoiding Snapchat ad scams
While Snapchat has measures to vet ads, some scams may still get through. Here are smart ways users can avoid ad scams:
- Don’t click on ads with unbelievable offers. If it seems too good to be true, it probably is.
- Research unfamiliar brands before engaging with their ads.
- Avoid sharing personal or financial information through an ad.
- Don’t open or download files from ads – they may contain malware.
- Use strong passwords and two-factor authentication on accounts.
- Monitor Snapchat closely if lending your phone to others.
- Think critically about ad claims instead of impulse clicking.
- Hover over links to see their real URL before clicking.
- Be extra cautious with ads promoting investments, cryptocurrency, or money-making opportunities.
The risks of buying from Snapchat ads
While not all ads are scams, there are general risks that come with making purchases directly through Snapchat ads:
- No refunds – Snapchat doesn’t offer refunds for purchases made through ads.
- Hidden fees – Look for teeny-tiny text indicating extra charges or fees.
- Non-existent products – Some ads may simply take payment and never deliver the product.
- Credit card theft – Your payment info may be stolen when making purchases.
- Fake reviews – Products may seem better than they are thanks to false reviews and ratings.
- Unsafe products – No guarantee the product was safely manufactured if from an unknown brand.
For these reasons, it’s often wiser to research products first before purchasing directly through a Snapchat ad. Legitimate brands will have a business website you can inspect.
Snapchat’s advertising policies
Snapchat does have advertising policies intended to prevent fraud and abuse. All ads and advertisers on Snapchat must abide by the following rules:
- Honest advertising – No misleading, false, or exaggerated claims allowed.
- Transparent branding – Ads must clearly identify the brand/business behind them.
- No illegal products or services – Anything unlawful is prohibited.
- Appropriate content – No offensive, graphic, shocking or harmful material.
- No targeting minors – Products like alcohol can’t target those under 18.
- Compliance with regulations – Ads must abide by all applicable laws and standards.
Violating any of these policies can get an advertiser banned from the platform. However, Snapchat depends on user reports to detect many policy violations.
Snapchat’s response to advertising scams
Snapchat is aware that bad actors try to misuse their advertising platform. They’ve taken the following steps to address the issue:
- Introduced robust advertising review process – Humans review all ads before launch.
- Implemented ad transparency features – Users can see who sponsors an ad.
- Enabled in-app reporting – Simple for users to report concerning ads.
- Banned website links in some ad formats – Reduces malicious redirects.
- Rolled out “Snapchat Ad Manager” dashboard – Increased oversight for brands.
- Hired more staff to monitor ads – Increased capacity to review ads at high volumes.
Snapchat is motivated to keep clamping down on scam ads, as they hurt user trust and engagement with advertising. Still, some unsavory ads inevitably manage to slip through given the platform’s massive scale.
Conclusion
Snapchat offers advertisers powerful ways to reach young audiences. However, its ads should not be viewed as implicitly trustworthy. While most Snapchat ads come from legitimate brands, some may try to scam users through unbelievable offers, phishing attempts, or shady links. Stay vigilant for common red flags that indicate an ad may be a scam. Report suspicious ads to protect yourself and other users. With sound judgment, Snapchat advertising can be safely tuned out or clicked through without falling prey to scams.