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Facebook Marketplace: How to spot if a listing is genuine

On the programme on Thursday 17 September 2026, Kerry Nicol, from the Chartered Trading Standards Institute, tech expert David McClelland and Rip Off Britain researcher Tom Charlesworth examined Facebook Marketplace listings and offered advice on how to spot when one may not be genuine.

Why can problems arise on the platform?

It can be a great place to pick up a bargain. But whereas you might expect a listing to have been posted by a private seller local to you, some are posted by larger operators using multiple profiles, perhaps using AI imagery, while using a fake personal Facebook profile. This is in breach of Facebook’s own community guidelines, which ban misleading practices.

Sales on Facebook Marketplace are often cash purchases, and Kerry advised there is often little to no comeback when a buyer has been scammed.

So how can you tell whether a Facebook Marketplace listing is from genuine individual looking to raise a bit of cash, or a larger business off-loading a large volume of products that may be of poor quality?

Warning signs to look out for

  • The seller appears to be in several places at once. One of the clearest red flags is finding the same products advertised in multiple towns or cities. For example, a seller claiming to be local may also be advertising identical items using different profiles elsewhere in the country. A quick search of similar products can sometimes reveal patterns that aren't obvious from a single listing.

  • Multiple profiles use the same contact details. If phone numbers or other contact details appear across several seller accounts, that may suggest the profiles are linked.

  • The profile doesn't look genuine. Before making a purchase, spend a few minutes reviewing the seller's profile. Be cautious if the account was created recently, there are very few personal posts or interactions, or the profile picture looks overly professional or generic.

  • Prices seem unbelievably low. Scammers often rely on attractive prices to persuade buyers to act quickly. If a brand-new bed, sofa or other expensive item is being offered at a price significantly below similar listings, take extra care before proceeding.

  • A listing says multiple items are available. If you’re able to select from multiple sizes or colours, this could you are dealing with a business, who may be pretending to be a private individual.

Use of AI imagery – how to spot it

David examined a number of listings and found evidence that images didn’t show genuine items being sold. Instead, pictures of items had been generated by AI. This is a red flag, which indicates you may not end up with the item you paid for.

  • Check small details – AI may generate details on furniture like uneven feet, or background details like plug sockets that don’t look real.

  • Look at the broader image – if a sofa has been placed in an uncanny location, for example a car showroom, this is likely to be AI-generated.

  • Check for logos on the image – David spotted one that showed a ‘Meta AI’ watermark.

If you think you've been scammed

If you've paid for an item that never arrives, is significantly different from what was advertised, or appears unsafe:

  • Contact your bank or payment provider immediately.

  • Report the seller through Facebook Marketplace.

  • Keep screenshots of the listing, profile and conversations.

  • Report the matter to Trading Standards.

What Facebook says

Facebook didn’t respond to our request for comment, but advises researching a seller’s profile carefully before purchase, and says suspected scams should be reported via the platform.