Dutch victims lose €71,000 to AI-fueled subscription scams posing as prize offers

Between January and October, 1,087 people in the Netherlands were defrauded, losing a total of about 71,000 euros, according to the national Fraud Helpdesk. The losses stemmed from artificial intelligence–driven scams that imitate legitimate brand promotions and fundraising campaigns, tricking victims into costly, unwanted subscriptions. The number of victims has surged compared with 2024, when 111 people reported losses totaling 17,763 euros.

One of the most widespread cases involves Decathlon. A social media advertisement under the company’s name promotes a North Face backpack “discounted from 100 to 2 euros.” Anyone who orders the item reportedly finds themselves charged for an unwanted, ongoing subscription. Other fake promotions use the Douwe Egberts name, offering “a free month of coffee” for just a few cents.

EasyToys, a well-known Dutch manufacturer of sex toys, has also become a target for impersonation. “Our company does not offer any subscriptions on products, so this campaign is completely fake,” an EasyToys spokesperson stated.

Authorities and experts told De Telegraaf that the structure of these scams rarely changes. Victims are asked to provide personal information and make a small payment — usually via credit card — to access a prize or discount. By doing so, they authorize repeated withdrawals for unwanted services. Fraudulent offers circulate through fake social media ads, emails, and printed materials handed out to households.

Using AI-generated visuals, fraudsters reportedly imitate well-known brands, producing designs that allegedly look indistinguishable from a brand's legitimate promotions. “Almost every major or popular brand is now targeted with fake promotions,” the Consumentenbond consumer organization told De Telegraaf.

The same tactics have been extended to charity campaigns. Criminals copy QR codes and participation forms, using them to collect personal details and payments. During both the Kinderpostzegelactie and Grote Clubactie, scammers reportedly distributed counterfeit versions of legitimate materials, causing some donors to unknowingly sign up for paid subscriptions.

A spokesperson for the Dutch Authority for Consumers and Markets (ACM) clarified that people caught in such schemes are not required to pay. “You don’t have to pay if you haven’t explicitly agreed to follow-up shipments and related costs,” the spokesperson said. “The offer must clearly state that you’re entering a subscription, what it costs, and how many shipments are included. Consumers must receive enough information to make an informed choice.”

Privacy and IT expert Brenno de Winter warned consumers to stay alert. “Always double-check whether the sender is real,” he told De Telegraaf. “Look at the web address, spelling, and contact details. Never click links or fill in information through ads or emails. Go directly to the company’s official website. And remember: real organizations never pressure you to decide quickly—only scammers do.”