As WeChat, a popular mobile messaging communication service, becomes a hotbed of cyber marketing for merchants in Pingtan county, customers also are witnessing an increasing number of fraud cases, Pingtan Times reported on May 6.

Usually store owners promise to give some discounts or give away gifts to their WeChat followers who “l(fā)ike” them on WeChat and help spread its name. But more people are finding that they are stiffed by the merchants.

Lin Qing, a local resident, said he collected 28 likes for a photography studio in order to win a toy bear. The studio claimed on WeChat that the promotion was valid from April 16 to May 7. But the studio told Lin on April 29 that the promotion ended on April 17, which confused her.

Similar complaints are on the rise. Wang Wangmu amassed 25 likes on WeChat for a snack store on April 30, which should have brought him a box of cookies. But the store owner canceled the incentives within two hours, blaming an overflow of participants, and ignored Wang’s request for the reward.

“A box of cookies doesn’t matter at all. But the way the store owner does [marketing] makes me very uncomfortable. It is in effect fake information,” Wang said.

A woman surnamed Shao said she was immune to WeChat phonies and she has grown more sophisticated about such offers.

“Speed is the only thing that matters. You have to collect enough likes in the first two days. Don’t waste your time if you are two days behind,” she said.

Currently there are no laws or regulations on WeChat promotions, according to the local industrial and commercial bureau.

Collecting likes on WeChat is not a form of consumption, so customers cannot file a formal complaint, but the fraudulent conduct of the merchants can be reported, the bureau said.

The tip-off hotline for such frauds is 0591-24312315.