Discount sales advertised with bold claims often turn out to be counterfeit or inferior quality. Consumers must verify sources, check reviews, and avoid deals that seem too good to be true. Digital literacy programs can play a key role in educating people about online fraud and responsible consumption.
Dr Arfat Aalum
In recent years, social media has transformed from a platform of communication into a powerful marketplace. From clothing and electronics to cosmetics and investment schemes, everything is now just a click away. While this shift has created opportunities for businesses and convenience for consumers, it has also opened the door to widespread misuse—especially in regions like Kashmir, where digital awareness is still evolving.
One of the most concerning trends is the surge in “discount sales” advertised through social media platforms. Many shop owners promote their products with bold claims of “100% originality” and “limited-time offers”. However, in reality, a significant portion of these products turn out to be counterfeit or of inferior quality. The attractive pricing and convincing presentation often leave buyers with little reason to doubt—until it is too late.
Adding to this problem is the growing influence of social media influencers. These individuals, often with large followings, promote products and brands in exchange for monetary benefits or commissions. While some influencers act responsibly, many prioritise personal profit over public trust. They endorse products without proper verification, misleading their audience into believing in false claims. Fake giveaways, staged promotions, and exaggerated reviews have become common tactics to lure the general public, particularly the youth.
This issue goes beyond consumer goods. A few years ago, Kashmir witnessed a troubling example where certain investment schemes were heavily promoted through social media channels. Influenced by a popular vlogger, many young individuals invested their hard-earned money, only to later realize that they had been misled. When the situation escalated, the promoter distanced himself, claiming innocence and avoiding accountability. This incident highlighted a dangerous gap in responsibility and regulation.
Advertisement, in itself, is not harmful. In fact, it plays a vital role in economic growth and business visibility. However, when advertisements are misleading or deceptive, they become a tool of exploitation. There is an urgent need for stricter scrutiny of online promotions. Both shop owners and influencers must be held accountable for the claims they make. Promoting fake products or misleading schemes should carry legal consequences, regardless of whether the promoter is a business owner or a social media personality.
At the same time, public awareness is equally important. Consumers must adopt a more cautious approach—verifying sources, checking reviews, and avoiding deals that seem too good to be true. Digital literacy programs can play a key role in educating people about online fraud and responsible consumption.
The rise of social media sales has significantly impacted Kashmir’s society, offering both benefits and challenges. While it has made shopping more accessible, it has also increased the risk of fraud and manipulation. To ensure a safer digital environment, there must be a collective effort involving stricter regulations, ethical responsibility from influencers and businesses, and increased awareness among the public. Only then can social media serve as a platform of genuine opportunity rather than deception.
ar*******@***il.com