News Headlines | 'Completely suckered': Fake brands steal faces to scam shoppers AI generated summary, Read the full article for complete information. Online purchase scams have become Ireland’s most common fraud, accounting for nearly half of all cases and costing €160 million in 2024, a 24.5 % rise from the previous year. Scammers operate fake “Irish” sites—such as a bogus skin‑care brand called Luméa and a counterfeit clothing shop “The Murphy Sisters Kinsale”—that mimic legitimate businesses, use AI‑generated ads and steal real‑creator footage to appear credible. Irish influencer Britney Nolan discovered her video was repurposed without consent to promote a fake “Luméa” mask, and victims like Joyce McMahon were duped into paying for products that never arrived, fearing further theft of their bank details. The Central Bank reports a 47 % surge in purchase‑scam cases in early 2025, while 38 % of victims never report the fraud, reducing their chances of recovery. Reporting to banks or authorities raises the likelihood of getting money back from 13 % to 57 %. The story underscores the growing danger of AI‑driven scams and the importance of buying only from trusted, verified sources. Read more: https://www.rte.ie/news/primetime/2026/0430/1571123-completely-suckered-fake-brands-steal-faces-to-scam-shoppers/ #BritneyNolan #CentralBank #Luma #JoyceMcMahon