WORLD RENOWNED SUPERSTAR TO PERFORM IN CONCERT FOR THE VERY LAST TIME AT BRAND NEW £50M VENUE
28th February 2018
Did you believe this?
This is how easy it is to be fooled by fake news! Event enthusiasts are being tricked into believing, paying for and arriving at non-existent events.
So, what exactly is fake news?
Fake news is false information created to misinform and spread confusion. Those who spread fake news have many motivators, the most significant factors being money and attention. It has been identified by Action Fraud, that fraudsters are particularly taking advantage of popular events by pretending to sell tickets that have either not gone on sale, have sold out, or in some cases selling tickets to events that do not exist.
Please see the video below for facts and figures on fake news with examples of fake events that have taken place over recent years.
Facts and Figures
Who is affected by fake news?
University ‘fresher’ students are a prime target for fake news stories and events. Universities across the UK are warning students about these fake events appearing on their social media sites since fraudsters are attempting to sell tickets for events that do not exist. As event managers, we need to be aware of these fake events and webpages as it is our reputation that may become damaged and events could suffer in the future.
Fake news has the potential to damage event managers’ reputations, professionalism and trust which in the long term could cause financial damage. Event managers are trying to professionalise the events industry which could be a challenge with fake news becoming so apparent. Fake news is targeting the events industry as it is easy to gain access to peoples’ personal data on false pretences about fake events.
It has been found that the majority of fake news is coming through online via social media platforms. The rapid spread of fake news shows us how powerful social media platforms are when it comes to damaging reputations. This could be a potential problem as event managers are using social media as one of their main ways to communicate with a large audience online. However, due to fake news only one in four people now trust information and news they see online. This could cause event managers’ reputation to suffer and the possibility to lose out financially as well as losing potential clients.
Why fake news is becoming more common…
Fake news has become more apparent in today’s society as it is more accessible online to create fake stories and events. With social media, anyone has the opportunity to create a fake event page and share it across different social media platforms. There has been an increase over the recent years of fake events due to social media being free and accessible to all.
Professional bodies on social media should be promoting tips and adopting tactics to inform their consumers about spotting fake news. By doing this it will help preserve the reputation of event managers and restore consumers trust in events.
Fake event pages are becoming more realistic, resembling true event pages. This could be making it more difficult for event managers to separate their events from fake events and fake news.
This short video provides information on 10 top tips to help consumers spot and recognise fake news and events. It is not the responsibility of event managers to promote this, however having a basic understanding can help when event managers create future event pages and inviting consumers to join the page.
So, how to address fake news?
If damaging information comes out about your event it is important to respond to the fake news as quickly as possible. This can be done by posting responses on social media platforms and reaching out to national or local media firms, i.e. radio or local newspapers. If a fake event has been created, you can report the page so that it is removed promptly by professional bodies.
Red Bull was associated with a fake event in 2017 in which a page was created on Facebook claiming the brand was throwing a “massive house party in Glasgow”. Red Bull addressed this claim by distancing themselves as much as possible and continually reiterating that it was a fake event which they were not associated with.
Event managers need to be aware of the ongoing challenges that fake news can present to them. As there is no way to eliminate fake news, with some stories causing potential and significant damage to the events industry, event managers need to stay ahead of the game.
Tell us your views and experiences on fake news…
- Have you as a consumer come across or fallen foul to fake news on social media?
- What are your opinions on how fake news could be impacting the events industry?
- Have you noticed an increase of fake news and events on social media?
- Has your business been affected by fake news and has this affected your marketing strategies?
Please comment with your thoughts below.
I didn’t know about this as a event phenomena, but it is interesting that they are targeting certain demographics. As an event manager reaching out to potential customers via social media, what effect does this have on this type of marketing strategy?
Thank you for your comment.
In regard to your question, it depends on how event managers use their social media accounts. Event managers should be aware of the rise on fake events and how they can impact on people’s trust of events and the media. Using social media is a fantastic way for you to communicate with a large online audience, therefore I would encourage you to continue using social media. However, if you do come across fake events or fake news about your events then I would suggest replying as soon as possible as it could go viral quickly.
As an event manager yourself, have you come across fake events on social media? Has this blog raised your awareness of this issue within the industry?
This is something I have come across recently. My husband and I were going to purchase tickets for an event, but luckily found out before spending any money that it was a fake event. The company had done a similar event the year before, but this year advertised their event before securing the land etc. Everyone who purchased tickets lost their money. Wouldn’t have even thought this sort of thing happened so am definitely more wary now of events shown on social media
Thank you for your response ZR2018. I’m sorry to hear you have been affected by fake news. Unfortunately, this is a growing concern within the events industry and is becoming more apparent in society particularly through social media. May I ask, what social media platform was this company using to promote this fake event?
* Have you as a consumer come across or fallen foul to fake news on social media? Yes I have seen a fake fundraising event on social media which was promising a ball which didn’t exist, and also seen many ‘news’ stories that were fake also – mainly about celebs who were apparently dead but were in fact very much alive. I have also come across a fake new story in which they said a friend of mine had died in a car accident, when actually he was alive and abroad! This is where the fake news really hurts people as well as giving false information.
* What are your opinions on how fake news could be impacting the events industry? Fake news could easily prevent event ticket sales as when something happens on social media, it’s so easy for a trend to start and people will lose confidence in brands/labels and avoid them. It could give a bad name to a perfectly legit brand (e.g red bull)
* Have you noticed an increase of fake news and events on social media? I wasn’t exactly aware of it until recently when I noticed this fake fundraising event. I am a fundraiser myself and this sort of thing could bring a bad name to charities and this not only hurts the organisation, but also the beneficiaries who rely on charities like the ones I work for.
* Has your business been affected by fake news and has this affected your marketing strategies? Not personally, but I have seen it happen to other people I know. We do however, make sure anything we post on social media platforms is 100% correct and we do monitor our platforms for anything that doesn’t look real or harmful. This is why it’s so important to report ‘fake news’ to the management of each social media platform when you see it.
Hello Emily, thank you for your comment. Regarding your friend, this is a more shocking example of how fake news can affect someone’s emotions and trust in social media. How did the truth reveal itself, proving that the story was fake about your friend?
It is like a domino effect where fake news can affect loads of people down the line, so not only the event itself but all those involved, such as the sponsors and the attendees.
There are many ways to report fake events, particularly on Facebook and search engines like Google. Fake news has become a growing concern particularly for Facebook and they have put into place facilities to report fake news. Are you aware of this feature?
Personally I haven’t experienced this first hand but as an events manager, I understand the importance of our venue having a positive presence on social media. It is possible that competitors could try to post negative content about our venue via the use of fake accounts to try and create a competitive advantage against us. Therefore as an events manager I must keep up to date with our social media presence and if a fake news story were to be posted about the venue I would ensure that we distance ourselves from it.
Hello Natalie, thank you for your response. How would you distance your venue from being a victim of fake news? We suggest in our blog that you respond to fake news allegations as quickly as possible by as you said keeping on top of social media responses. You can also reach out to local and national media firms such as newspapers and radios to promote the positive message to a wider audience. Is this something you’d do to protect your venue’s reputation?
Having worked in the industry for a number of years, this issue seems to be growing as more and more social media platforms become available without any way of verifying these events and the social media pages that promote them.
I will only ever book tickets via a verified ticketing website and never through a link on social media for this exact reason!
More often than not, I will scroll straight past any advertisements on social media due to the amount of false news provided in them, this will certainly have a negative impact on event organisers that are creating small scale events who do not have the budget for marketing campaigns outside of social media platforms. As a result, will this impact the number of professionals in our industry? Will the hassle of organising small scale events put people off all together?
Hello Erika, thank you for your response. I am glad to hear you are aware of false news being advertised online. We believe it may not impact the number of professionals in our industry but can certainly damage their company’s reputation. If fake news becomes a more serious matter, there is the possibility that it can put events managers off advertising on social media platforms all together. Would you consider different ways of advertising your event other than using social media?
It’s great that companies do what they can to expose these fake events (I liked the Red Bull example) but I don’t think they should feel full responsibility. As a consumer, I have never been the victim of fake news (‘quickly touches wood’ ) but I feel that is down to research. Unfortunately fake news and cyber crime are a reality and consumers need to take responsibility before parting with their cash and research into what they are buying…would you really buy a ticket for something if only one website was talking about that event??
Hi Natalie, thank you for your response. We believe that while everyone is familiar with social media, not everyone understands that these platforms shouldn’t be trusted wholeheartedly. Are you aware of how to report fake news on various social platforms if you were to come across the crime in the future?
I use the tried and tested approach “It if sounds too good to be true…..” Good blog, well done.
Hi Daryl, thank you for your response. Certainly, if it sounds to good to be true then that’s because it quite possibly could be! Have you ever been, or know someone who has been a victim of fake news?
As a member of staff for the students union, fake events have been a slight nightmare to say the least in previous years. We have also had accounts impersonating our official accounts. The key target is freshers week, these companies/organisations target potential students as they know there is a panic or sense of unknown for prospective students so they don’t want to miss out on tickets. Of course any current student would know as an organisation we strive to give all students a fair shot at getting tickets to freshers events as such these do not go on sale until all information has been sent to all students via email or post. Fake events have meant that students panic buy company tickets under names similar to our unions in belief they are official- under the impression that events entitled project x etc is going to be a real massive house party- when in all reality its in a dingy club gripping on since last race weeks takings and have unvetted doorstaff. These events often cost double what ours do, unstaffed and do not support students in regards to getting home safely. We have since made sure all fresher events have a recognisable stamp on all social media which is communicated in all communications when informing of the events, these are also promoted through the university also.
Another issue is events that spring up as a result of popular culture such as puppy rooms and outdoor cinemas where the title of the event is personalised to each relevant university. To the untrained eye these look lile something really good the SU has organised, in reality they are mass produced Facebook groups. These events often ask students to sign up their details and await the location of the event. Unfortunately these details are then used to market completely different things or a head start to get details for the fake events as previously mentioned.
It’s a shame that our students often fall into these traps in hopes of having a good time!
Hello Emily, thank you for your comment, it is such a shame that the Students’ Union has been affected by Fake Events. When researching information for our blog we came across a lot of articles about fake fresher events, so we can relate to what you are saying. Have you noticed if other Students’ Union events have been affected by fake news?
It is unfortunate that students feel pressured to purchase the tickets from a non-credible source. These mass-produced Facebook events and pages prove that social media is a strong platform for spreading fake news.
Have you felt like these fake events have affected the Students’ Union’s ticket sales?
I agree that there is a lot of fake news which could be harmful to Events Managers. As you say, it is not their responsibility to make others aware of how they can spot it, however I think that reputable ticketing sites in particular should work with Events Managers to protect the professionalism of our industry & also to increase awareness of fake news.
Hello Jessie, thank you for your comment. As event manager students we agree that they should be doing more to protect our reputation. Have you ever been personally affected by fake news?
It’s an interesting and growing issue that this blog is highlighting. The blog itself is part of societies self correcting reaction to threats. It seems to me that fake news falls into three categories; firstly with the deliberate objective of discrediting or damaging a person, group or organisation, secondly plain fraud or thirdly mischievous. Either way people need to learn techniques for defending themselves from being exploited by following guidelines such as those your valuable blog/videos has outlined. Organisations need to help their customers also. Perhaps the event management industry could investigate setting up a low cost validation system where event organisers can register their event and the public can then go and check if the event they have seen is in fact registered in a similar way you can check if a solicitor or doctor is registered. Sharing ideas is the first stage in keeping the threat under control, so well done for being part of that process with such a professional and informative blog.
Hello AndyB, thank you for your comment on this issue. We agree with you on the three categories and how this is affecting event managers in our industry. The idea of creating a validation system could definitely work in event managers favour and it would be interesting to see how this might work. Have you previously come across any fake news and have you been affected by this? As discussed in our blog about Facebook and Google’s new system to report fake news, had you heard about this new development before reading this blog?
Hello, No I hadn’t heard about those developments before and this blog has significantly increased my awareness of the issue. As for the question of have I been affected by fake news before; i’m not aware that I have, so I either haven’t or it was good and I wasn’t able to spot it. However part of my personal defence mechanism is to minimise my engagement with social media but I appreciate this is not a tactic many will adopt. Interestingly I was reading an article about the development of Web 3.0 recently and that may bring some assistance in the future. But of course who knows, that very online article I was reading could have been ‘fake news’. In the meantime the best defence is corroboration of something from multiple independent sources.
Hello, thank you for responding to our questions. I am glad that you have not been caught out by fake news previously. Hopefully from watching our top 10 tips video, it will help you spot it in the future. Do you feel this blog provides you with the information needed to identify fake news?
Yes the blog and embedded video has definitely helped as some of the tips were new to me. However it is an evolving threat so it is only ongoing forums like this that bring together peoples experiences that will help to keep the problem under control.
Thank you Andy, I’m glad you found this blog helpful, and hopefully with comments like yours we can continue to raise awareness of fake news to others.
I have definitely fallen victim to fake news especially with all the Facebook events that are made like ‘Outdoor Cinema’ and ‘Total WipeOut Course.’ I thought these were real events however there seemed to be a page for every city and then never amounted to anything!
Also it’s sad because at University when a real event was planned by a society or course everyone’s head was filled a lot doubt as to wether it was genuine or not. I guess that’s also the case for the events industry as people are more likely to second guess the authenticity of an event before looking into attending.
Hello Mitchell, Thank you for your comment. I’m sorry to hear that you have been a victim of fake news, especially when you came across the ‘Total WipeOut Course’ touring the UK, which was also discussed in our blog. Many people like yourself are becoming victims of fake news everyday and hopefully this blog can help reduce this number by making people more aware of this on going issue.
With the battle of fake news affecting people like yourself, it is hard for consumers to distinguish between a real event or a fake event. As fake news is mostly on social media, it is hard for businesses to promote their event without their brand or event being affected. Which social media platforms do you use and do you know if there are any ways to report fake news within the site?
Thank you for raising awareness about this issue. I am an events venue manager and I didn’t know about this particular type of fake news which definitely has the ability to undermine my events business, either by a fraudster directly impersonating my venue or just indirectly by this type of fraud becoming so common that people stop trusting genuine ticket adverts. As an events venue that relies virtually solely on social media to advertise tickets for events, this is a worrying problem.
Thank you for your comment! It’s interesting that your venue relies solely on social media to advertise event tickets. With the rise in fake news/events being advertised on social media particularly, would you as the Events Venue Manager ever consider advertising your tickets on another communication platform?
I haven’t been affected by fake news however I am aware this happens.
I’m careful and do my research on where I buy tickets from as I know many have been scammed and it’s very easy to be scammed as it’s everywhere over the Internet. I see fake stories in the media regarding celebrities or general news.
I think this has a sad effect on small independent event business as people are staring to loose trust in this industry and will go with a bigger organisation for example ticket master. I also feel that it’s the consumers responsibility to check and be certain that they aren’t being scammed.
Hi Lauren, thank you for your comment. It’s good to know you are aware fake news happens, particularly in the media. It’s also good to know you’re careful when it comes to purchasing tickets to events as this area is a prime target for scammers to commit fraud. Fake news does affect small independent event businesses negatively- what advice would you give small businesses to limit their chances of being affected by fake news?
Hello. I have come across fake events unfortunately. Myself and my friend purchased a ticket, to then hear off my friend that it was fake!!
Hi Julie, thank you for your comment. I’m sorry to hear you and your friend have been affected by fakery within the events industry. May I ask what site this fraud was present on?
Personally I haven’t been affected by anything like this but I do often buy tickets for events online and have learnt to be very careful due to this and people trying to rip you off. You definitely have to be very switched on nowadays to avoid being scammed!
In general I’ve seen an increase in fake news especially on Facebook as it goes viral so quickly.
As these scammers get more and more clever I do worry that I will be the victim one day. It must be especially worrying for events organisers who might struggle to sell tickets due to customers being more wary.
Hi Holly, thank you for your comment. We certainly believe consumers are more aware of fraud online more now so than ever, especially when buying tickets online. Facebook is really the top online/social platform fraudsters use to trick us, would you go as far to say you don’t trust Facebook as a selling tool?
Buying gig tickets is always a risk if you don’t do your homework and buy from a reputable seller. A friend of mine spent £255 on a concert only to find the tickets were fake.
Also some of these genuine companies do not list all the hidden charges you think you have a ticket for £79 only to find by the time you come to check out the cost has almost doubled. Very annoying. … just be up front at the beginning is what I say.
Hi Louise, thank you for your comment. Ticket scams are a major issue unfortunately, even with those you trust hiding additional fees as you said. It’s a shame your friend spent so much on a concert ticket to later find out it was a fake event created to scam consumers of hard earned money. Do you know the name of the company she brought the fake tickets from?
As a consumer, I am extremely unlikely to buy tickets online due to the growing amounts of fake news I come accross. If I were to find a genuine event in the form of a social media page, I would be hesitant to buy tickets and would probably look to a well known, ‘safe’ website for a similar event. I can see how this is affecting the events industry for smaller organisation using social media to advertise and gain reputation. If there were some kind of ‘blue tick’ to the events and business pages I would feel at ease and look for smaller business/events to support
Hi Georgia, thank you for your comment. As event managers, we are seeing more and more consumers concerned about fake events on social media and wanting some sort of verification mark next to genuine events. It is a shame that people like yourself are hesitant to use social media when looking for genuine events. Can I ask which social media sites have you found fake news previously on?
Fascinating insights raised. As someone who is an avid football fan I regularly come into contact with people who are willing to offer you tickets for matches that they do not tangibly have. It makes it difficult to know who to trust, and has a negative impact for those trusted sellers who do their best to help other genuine fans get to the game. Social media and increased technology is both a gift and a curse in regards to helping these fake events. Great read. Keep up the good work.
Hi Philip, thank you for your comment. It is a common problem that we are seeing more regularly as event managers. It is a shame that genuine sellers are being tarnished with the same reputation as those who are falsely selling event tickets. Have you ever been or know of someone who was a victim to a ticket scam?
Yes my brother and I and friends were the victims of a scam at a recent premiership football game. We were helped by fellow genuine fans who helped source us tickets but money was lost. It is a shame.
Thank you for responding Philip. That is such a shame that you and your family and friends have been personally affected. May I ask which social media site you were scammed on?
Firstly I was not aware of fake news until I read your blog and would like to thank you for raising this issue. I am a regular user of social media but as a naturally cautious individual I would normally search the well known ticketing sites rather than pursuing a purchase through social media. I tend to agree that if it looks/sounds too good to be true then it probably is. I don’t know if I have ever been affected by fake news but did question this recently when trying to buy tickets for a major sporting event, only to find the final price vastly inflated when I reached the payment page. This was not a purchase made on social media but did leave me wondering whether some of these sites can be trusted. I can understand why students in particular are falling victim to this problem since they are generally more likely to be using social media as a means of communication. That said, I do believe social media to be an excellent platform for promoting events and that perhaps the site controllers themselves should be taking more responsibility for ensuring that the information appearing is genuine.
I imagine that fake news could impact the events industry by causing consumers to lose confidence in genuine events which would otherwise have been well attended. I do agree that some form of validation system could be a way forward to minimise this risk and to re-build confidence in those people already affected by this problem.
Hello Joss8, Thank you for your comment. From someone who is not aware of fake news, it is great to see you reading our blog. Without being aware of fake news, I’m glad to know that you are cautious about ticket websites. When you were purchasing the tickets for the major sporting events, was this via the events official website? In our blog, we discussed how Facebook and Google have recently introduced new guidelines for advertisers to follow to help reduce the issue of fake news. There is also a way for you, as a consumer to report fake news if you come across it. Since reading our blog, do you feel you have learnt how to spot fake news on social media?
It can be a very sad and demoralizing thing to fall into the arms of the news of a fake ticket.
But I am glad to tell you that there is a solution hat perfectly fits you.
We introduce the eventrabbt.
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You can join our telegram community at t.me/eventrabbt for real time update on our progress.
Eventrabbt is certainlyge future other events and entertainment industry, join he train.
Hello Lawkayman, thank you for your comment. It is good to hear that the events industry has a software like Eventrabbt in place to help reduce fake events from occurring. Hopefully from your comment on our blog other event managers can see this software which could be used in their events. Since starting Eventrabbt, have you seen any success with reducing the effects of fake events?
The amount of fake news you see on Instagram is unreal even now people are more aware of it – shop on Asos today and get free Calvin Klein underwear is just one I’ve seen recently, luckily I always read the comments below and people had written it was a con and fake. I can remember when the total wipe out tour happened and when there was outdoor cinemas that were fake, again I was never conned but then when real events do happen I’m very skeptic to what is real. Which is a shame I’m probably missing out on loads of fun stuff that is real!
Hi Coco, thank you for your comment. Fake news has become so common on online platforms that it does make it difficult for people to distinguish the difference between fake and real news. It is good to hear that you personally check comments about news and that you have not been a victim yourself. However it is a shame you feel you are missing out, if events had some sort of verification would you be more likely to purchase tickets on social media sites?
Visually appealing blog which captures a serious issue within the events industry. As an event manager myself, we are constantly seeing fake news and tackling negativity via our social media sites. I have found that if customers have had a bad experience, some have created fake stories about venues to damage their reputation. This blog has raised some interesting points about how fake news is impacting on the events industry and I feel that it is a shame we are needing to raise awareness about this topic.
Hi Faye, thank you for your comment. It’s a frustrating issue for event managers to deal with, especially if consumers are creating fake stories online. I’m glad the blog has been helpful to you. May I ask which social media sites you use, and which are you worried about most in regards to fake stories and events being published?
I’ve really enjoyed reading this blog on fake news! I am a regular user of social media, especially Facebook. More recently I have heard about fake news and events appearing on social media and from this I have been keeping an eye on different events that appear on my Facebook. I have come across many events which have been asking for personal details, which I am very skeptical about anyway, however a friend of mine has actually been caught out by this previously. I will definitely be sending her this blog to read. Hopefully this blog will continue to show events managers and consumers the affects of fake news and how we can prevent/report it.
Hello Georgina, Thank you for your comment. I’m glad that you found our blog useful. Unfortunately social media platforms have been a major marketing tool for these fake events. I’m sorry to hear about your friend that was affected by a fake event. From watching our top 10 tips on fake news, do you feel more prepared for fake news and how to respond to it, such as Facebooks new reporting system?
It’s quite scary now a days to believe everything as you read so much about fake news, fake websites etc. Touch wood I haven’t fallen for a scam as I tend to do a lot of research before parting with money- something I’m trying to pass on to my children. It must have an impact on events as genuine folk want to know it’s not a scam.
Hello Lesley, thank you for your comment. I’m so glad to hear that you have not been affected by fake news. It is good to see that your trying to pass this onto your children as well. As you have said, people don’t know how to tell if it’s a real event or a fake event. Do you know anyone who has been affected by a fake event?
Interesting read…. As a lover of going to music concerts I am always weary of fake events. With many concerts selling out in a matter of seconds I am constantly looking for tickets off 3rd party websites. Before buying I do lots of research to ensure the event is genuine as well as making sure the tickets are real. In the last few years I have noticed a huge increase in the amount of ‘fake’ concerts being advertised online. Such a shame for genuine concert goers like myself and my wife (Janet).
Hi Graham, thank you for your comment. It is good to hear you’re aware of fake news and take careful consideration when buying tickets. It is sad to see that fake tickets are becoming more common online. What sort of research do you do to ensure the event is genuine, and would a verified event be useful for you in the future?
I really enjoyed reading this and think fake news is starting to play a big part in events advertised on social media.
Personally, I’ve seen fake news events on Facebook that I thought were legitimate events, for them to then turn out to be fake. Luckily I didn’t pay any money otherwise I would have been extremely annoyed and upset.
It’s upsetting to know that thousands of people are being scammed by fake events and are missing out on real ones.
How do you think you can stop the people that create these fake events? Anyone can do it and it’s really easy so what changes do you think need to happen in order for these fake events to stop?
Hi Terrorismatevents, thank you for your comment.
We are finding that people are able to make fake tickets look genuine now, fooling a lot more people than before. It is upsetting that a lot of people are being scammed and tricked into believing these fake events are real, especially when they are losing out on their own money.
Personally, I don’t think there is any way to stop people from creating fake events as everyone has access to social media to create fake accounts. However, if genuine events had some sort of verification by the event page then it may reduce the amount of people who are being fooled into these fake event and fake tickets.
And interesting article. I have been lucky as yet, but can empathise with victims of this sort of scam. Anyone using social media must be aware that there is always unscrupulous people trying to make money from us. So us fellow events managers need to stick together to combat this sort of thing.
Hi Nick, thank you for your comment. I’m happy to hear you’re not a victim of fakery within the events industry and I agree that the events industry must unite to stay on top of this issue. May I ask what types of media platforms you use as an events manager? Do you see them as a target for fake news/events?