The messages, potentially misleading US citizens or stoking hate towards various groups, will have been seen by many times more people than actually made a purchase.
Those running the network of Facebook pages in Nigeria may simply believe that US-focused clickbait is the best way to boost the number of people who see their scams. In contrast, the ecommerce operations identified by TBIJ give every impression that they are proudly American.
Yet analysis of their listed physical addresses and online presence suggests that the businesses are at least partly run from Vietnam, the Philippines, Pakistan, India, and Croatia (with Facebook page admins based in those countries). None of the ecommerce sites identified by TBIJ provided a US address that could be tied to their business.
United Patriot, which says its “patriotic collection of amazing apparel items … are all printed locally here in America,” claims on its Facebook page and website to be located at an address in Gardena, California. However, TBIJ could not find proof of that business registered at the address. The only other commercial activity found at the address was a warehouse providing services for wholesale shipments for people based overseas, as well as two online stores that have been accused in Google reviews of being scams.
The Better Business Bureau, a nonprofit focused on “marketplace trust,” told United Patriots in November 2022 that it should change or substantiate claims made on its website about items “printed in the US.”
Another such site, Red First LLC, says it is based in Carrollton, Texas, at the same address as a fraudulent merchant claiming to resell Ralph Lauren clothing. This does not necessarily mean the companies are owned by the same person, but suggests the address may have been used by scammers.
Nor are all these operations strictly pushing right-wing messages. Red First LLC (which trafficks notably less in hate and misinformation than the other three companies) has created at least 5,000 ads over the last two years. While it promotes mostly right-wing merchandise and content, such as T-shirts bearing misogynistic insults toward Harris and signs suggesting the 2020 election was stolen, it has also in a small number of cases posted pro-Harris content. The commercial imperative behind the operation means it isn’t averse to backing the other side.
Meta Under Scrutiny
As attempts to influence public opinion and elections have ramped up across social media, companies such as Facebook owner Meta have come under scrutiny for the role they play in hosting bad actors trying to polarize public opinion on their platforms.
In 2021, Frances Haugen, a former Facebook employee, blew the whistle on the company’s role in spreading disinformation and the increase in racial hatred. Numerous studies have also shown that social media platforms’ algorithms, including Facebook’s, create bigger engagement opportunities for far-right, conspiratorial, and hateful content.
“The US election is an already fraught and divisive political event. If the aim of these scammers is to bring people in, then appealing directly to emotion to circumvent media criticality is key,” says Joe Ondrak, senior research and technology lead at anti-disinformation startup Logically.
“There is likely a large pool of potential victims and easily exploitable narratives for them to choose from. The way algorithms reward engagement means that misinformation, conspiracy theory, and hate speech are easy ways to find a wide audience.”
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