China's biggest online shopping store in Europe paid $962M to fake influencers
Temu has allegedly invested close to one billion dollars in Meta advertising across Europe, drawing scrutiny regarding the authenticity of the influencers involved. Research indicates that many of these accounts may be fake, with one notable account, Ya Lili, significantly promoting Temu's products. This situation raises important concerns about advertising ethics and adherence to regulations,…
Temu, the largest online shopping platform in Europe, has reportedly spent $962 million on Meta advertisements promoted through what are likely fake influencer accounts. According to research analysis by Fortune, 73 out of the 100 creators whose content was heavily promoted by Temu in the UK and Europe were likely fraudulent. One such account, "@findgadgetswithme," belongs to Ya Lili, who has around 183,000 Instagram followers.
Her videos promote Temu products, including a video of a man covered in dirt being transformed into a clean individual by using a shower scrubber from the brand. The account's bio also reads "You are my dream of dead," and its email address suggests a Chinese origin.
Research from Online Risk Labs (ORL) suggests that Ya Lili is Temu's top creator for partnership ads on Meta platforms in the UK and Europe. The estimate of $962 million spent by Temu on similar ads in the UK and 27 EU countries during the 16 months ending in April 2026 is based on total impressions and the average cost per reach. Out of the top 100 creators working with Temu, only eight had a verified real identity, with 28 based in Russia, 19 in China, and six in the EU or UK.
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