Meta File Pic Learn how to identify and protect yourself from unqualified "finfluencers" and social media investment scams that promise unrealistic returns.
Image: Lionel Bonaventure / AFP
Tempting online adverts offering unrealistic investment returns have flooded social media in recent years. Many of these schemes operate without oversight, exploiting gaps in regulation to appeal to those desperate for rapid financial gain. Compounding this risk is the role of unqualified brand ambassadors and “finfluencers”, who promote these financial products as personal recommendations without any skin in the game.
The issue is that social media influencers are typically compensated for their endorsements, but their followers often mistake these promotions for genuine, first-hand financial advice. This creates a dangerous dynamic, blurring the line between unbiased guidance and deceptive marketing.
Even if an influencer shares recommendations based on their personal circumstances, advice and recommendations around financial decisions and products might not apply to you as no two people have the same financial circumstances and goals.
Watch out for these four red flags
While some schemes are more sophisticated than others, prospective investors are urged to exercise caution and be on high alert for the following warning signs:
Scammers exploit emotional appeals and misinformation to lure in their victims. At the end of the day, the key to protecting yourself is to remain sceptical of any offers that seem too good to be true.
Unfortunately, once you’ve fallen victim, it’s often too late to recover your losses, so it’s crucial to avoid rushing into decisions and always question unsolicited or pushy offers.
The value of quality advice
To avoid falling victim to unregulated schemes or scams, work with credible advisers who can demonstrate affiliations with established financial bodies and have a proven track record of ethical conduct.
Professional advisers are vetted and trained to offer tailored advice based on your individual financial goals and risk tolerance. While these advisers will certainly be able to guide you in achieving your financial objectives, they will never rely on pressure tactics and unrealistic promises.
Amid the incessant noise of social media and the allure of quick returns, being able to distinguish genuine opportunities from deceptive schemes is becoming a critical part of building long-term wealth. When making decisions regarding your finances, ensure that you speak to an accredited financial adviser, that will empower you to make informed decisions and prioritise safeguarding your financial future.
* Theron is the COO of distribution at PSG Financial Services.
PERSONAL FINANCE