Consumers shop online for convenience and savings. However, online shopping poses risks to the consumer. A Federal Trade Commission of the United States recently reported a steep increase in the number of online scams on social media (e.g Instagram, Facebook and Twitter). Social media has provided a platform for unfiltered and unverified advertising campaigns. Many consumers are duped into believing that the content they see on-screen are by their favourite brands. The basic modus operandi for such schemes is almost the same as a phishing attack: get the victim to click on a malicious link that will divert them to an attack site.The concern here is the use of the digital advertising ecosystem to deliver personalised links to lure victims into the perpetrator's net.