Major technology sharing economy platforms such as Airbnb and Uber are promoted as reliable, yet a recent publication by a South African media academic contends that they are significantly susceptible to con artists disseminating misleading information (a type of disinformation intended to mislead through criminal motives).
Julie Reid utilizes direct testimonies and over 600 incidents globally of individuals ensnared in scams or hazardous situations due to deceptive Airbnb reviews and listings, delivering a comprehensive case analysis. We posed five questions to her regarding her book.
HOW DO THE FRAUDS OPERATE?
Airbnb is the largest accommodation-sharing platform globally. It links property owners wishing to rent their homes with travelers seeking alternatives to conventional hotels. The company has recently broadened its services to include booking other offerings like personal trainers or caterers alongside accommodation rentals.
Airbnb frauds manifest in various forms. The most apparent is the phantom listing deception. The scammer creates a fictitious but appealing listing on Airbnb and collects payments from unsuspecting guests. It’s only upon arrival that guests realize the property doesn’t exist. Scammers have also figured out how to maneuver around Airbnb’s review mechanism. Fabricated positive reviews are crafted by networks of scam hosts, giving them an appearance of authenticity.
Bait-and-switch scams are prevalent as well. Here, the scam “host” reaches out to the guest on check-in day asserting that the reserved property is suddenly unavailable. They propose alternative accommodation, which the guest later finds to be inferior to the original property they paid for (often non-existent). The guest pays for premium accommodation but is compelled to stay in a place that might be unsafe, dirty, or lacking essential amenities.
Fraudulent hosts employ deceptive, plagiarized, or AI-generated property images and phony descriptions along with forged personal profiles and aliases.
Deceptive tactics also steer guests away from the secure Airbnb payment system to alternative payment options. The scammer vanishes with the funds.
However, the threat extends beyond financial crimes. The platform’s business model relies on guests staying in someone else’s private residence, which can jeopardize their personal safety.
Criminal hosts can draw victims into perilous surroundings. Once checked in, guests may find themselves isolated from public view, situated in a property where the host has access.
I’ve evaluated numerous instances where Airbnb guests experienced assault, theft without signs of forced entry, sexual assault, murder, exploitation, extortion or human trafficking, or were taken hostage.
HOW DOES THE DISINFORMATION FUNCTION?
I perceive delusive speech as a subset of disinformation as it disseminates intentionally misleading content on a large scale. However, it diverges from disinformation in its motivations. It isn’t aimed at promoting a specific agenda or obtaining ideological, military, or political leverage. Delusive speech is driven solely by criminal motives or malevolent financial gain.
Delusive speech operates by hiding in plain view on platforms we believe to be reliable, like Airbnb, Booking.com, Uber, and others. Often, it is indistinguishable from sincere and genuine content. When users search Airbnb listings for vacation rentals, they encounter numerous options. A bogus property listing appears, sounds, and feels identical to a legitimate one.
This occurs on a platform that has built its brand narrative around the idea of trust. Scammers exploit these established digital contexts of trust. When users access popular e-commerce or sharing economy platforms, they are already conditioned to make a purchase. As a result, it becomes relatively simple for scammers to mislead victims into relinquishing their money.
WHAT CAN AIRBNB DO TO ADDRESS THIS?
Airbnb currently implements several trust and safety measures. These include rapid response teams, a specialized Trust and Safety Advisory Coalition, and travel insurance for guests. The company asserts it is working to prevent fake listings using machine learning technology.
Regrettably, none of these measures are flawless. While Airbnb claims to verify properties and host identities, my analysis reveals shortcomings in these systems. Scammers can easily circumvent verification stages using aliases, forged documents, and AI-generated content. Airbnb has acknowledged the need to rectify the inadequacies in its verification processes.
My analysis exposed how scammed guests are often denied the chance to leave reviews of problematic rentals. Ambiguous service terms and content policies enable Airbnb customer service representatives and executives to rationalize censoring negative yet truthful guest reviews.
This results in dangerous and fraudulent activities remaining publicly unreported and unreviewed, leaving prospective guests at risk. I contend that Airbnb’s review management systems should be overhauled in accordance with internationally recognized human rights standards that uphold freedom of expression. This would permit more truthful accounts of guest experiences and foster a safer online atmosphere.
One frequent complaint I encountered was that Airbnb does not remove questionable listings from its platform, even after a scammed guest presents proof that the listing was created by a fraudster. Airbnb must establish an immediate protocol for promptly removing offending listings upon discovery, to safeguard future guests from becoming victims of the same scam trap.
HOW CAN USERS PROTECT THEMSELVES?
Travelers can safeguard themselves by exercising increased caution. Ask around. Seek endorsements from individuals you trust, who can confirm that the property you are booking actually exists and that the host is credible.
If that isn’t feasible, consider opting for a well-established hotel instead, but make reservations directly through the hotel rather than via third-party sites like Booking.com where listings can easily be fabricated. Utilize Google Street View to verify that the property is located where it claims to be.
Regardless, have a backup plan in case circumstances go awry. Prepare ahead of your journey by determining what steps to take if you find yourself in an unsafe situation. And always, always, invest in travel insurance.
IS IT PART OF A LARGER ISSUE?
I examined various digitally initiated scam categories in this book. While my primary case study concentrated on Airbnb, the dilemma of delusive speech online is not exclusive to this platform. Delusive speech is now prevalent across all major tech platforms integral to daily life.
In the book, I also showcase how scammers operate throughout the internet, including dating applications like Grindr, Tinder, and Hinge; ride-sharing services like Uber, Lyft, and Bolt; travel websites like Booking.com and Hotels.com; and social media platforms like Facebook, Instagram, and YouTube, among others.
I hope that these illustrations will enhance awareness of the hazards associated with using these applications and websites.
Julie Reid is a professor at the University of South Africa.
