Research has identified that over half of rental listings on Facebook Marketplace are scams.
- 56% of rental listings on Facebook Marketplace do not stand up to scrutiny, according to the findings of Generation Rent.
- A study of 300 listings showed 74% contain signs of fraudulent activity, informed by Meta’s guidelines.
- Major UK cities like Birmingham and London are notable for high proportions of suspicious rental ads.
- The study highlights the governmental need for a proactive approach in expanding affordable housing to safeguard renters.
Recent research from Generation Rent has uncovered a troubling trend: more than half of the rental listings on Facebook Marketplace are deceptive. The study, which examined 300 rental property adverts, found that a staggering 74% exhibited at least one sign of fraudulent activity based on criteria defined by Meta.
One key concern is the prevalence of listings that mimic legitimate offers from other sites such as Booking.com and Rightmove. These have been altered in terms of price, location, or other details, casting doubt on their legitimacy.
Generation Rent’s research identified four main indicators of suspicious listings. These include sellers with new profiles, often created within a year of the advert’s appearance. Another red flag is the use of profile pictures that do not belong to the seller.
Further complicating the marketplace, listings were often found advertising rents significantly below market averages. In London, for example, 86% of suspect listings were priced at less than two-thirds of the area’s average rent.
The study meticulously examined six major UK cities, finding particularly high instances of rental scams in Birmingham, where 66% of listings were copycat adverts, and in London with a rate of 62%. Cardiff, Belfast, Manchester, and Edinburgh also showed notable percentages.
Social media provides fertile ground for these deceptive practices, with 36% of advertisers possessing very new profiles and some using photos sourced from elsewhere, including stock images.
Commenting on the findings, Ben Twomey, chief executive of Generation Rent, emphasised the pressing need for affordable housing solutions. He remarked, ‘We’re in a cost of renting crisis, and scammers are taking advantage to prey on desperate people.’
Twomey further placed responsibility on government initiatives, advocating for increased construction of affordable and social housing as a means to combat the exploitation of vulnerable renters. He also indicated plans to engage with Facebook Marketplace for stricter moderation processes.
The need for vigilance and proactive measures to protect renters from scams on social media platforms is evident.
