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From fake brands to AI faces, deceptive online shops posing as Made in Luxembourg are pushing cheap low quality goods – and experts share how to spot them
Marie Bijouen, a so-called 'Made in Luxembourg' jewellery brand, is closing after 27 years. Its social media ads promise high discounts and low prices, but there's a catch. Marie doesn't exist. She's AI-generated, her images can be found on multiple other websites, including one linked to company in Hong Kong, and the jewellery is available on AliExpress for a fraction of the price.
This isn't an isolated case. Earlier this year, a similar store called 'Jean Weis,' allegedly a Luxembourgish shoemaker, claimed it was shutting down and offering massive discounts. It also featured similar AI-generated pictures of the supposed storeowners.
RTL Today looked more closely at these cases of AI-powered online shops popping up in Luxembourg, the legal implications, and how you can protect yourself.
Marie, Mary, Emily, Leili, and Keiko
One clue about the origin of Marie Bijouen came from the file name of a picture supposedly showing Marie herself. A reverse image search of the file, titled "a photo of Emily," revealed identical images on similar websites selling the same products under different names and in various languages.
Marie became Emily in the UK and US, Leili in Estonia, and Keiko in Japan. Trustpilot reviews for some of these pages pointed to a bigger dropshipping operation. Customers reported receiving jewellery that tarnished after a few wears, issues with customs, and difficult return policies.
Dropshipping is the act of selling goods that you don't hold in stock yourself but are fulfilled by a third party. While it's legal in the EU, dropshippers are subjected to the same European e-commerce regulations as other merchants. The Unfair Commercial Practices Directive (UCPD), implemented in Luxembourg by the Code de la Consommation, lays out a framework of consumer protections that these particular sites violate.
What sets these sites apart from traditional dropshipping schemes is their heavy reliance on AI tools. These technologies make it easier to target niche audiences with tailor-made content. There's no longer a need to search for stock images or copy real identities that could otherwise raise red flags. AI can generate increasingly realistic marketing material on demand.
Consumer protection and deception
Merchants in the EU are required to clearly disclose shipping details and provide accurate contact information. They must offer customers enough accurate and truthful information to make informed purchasing decisions. Providing false information about a product's quality or origin, as well as misleading marketing tactics, is prohibited under the UCPD.
Patrick Wildgen, Head of Enforcement at the Directorate for Consumer Protection explains: "In principle, it doesn't matter where something is shipped from or produced. What matters is that what is being said is true." He adds: "The rules that already exist, especially those that apply to professionals, state that no one is allowed to mislead others about who they really are."
In the case of Marie Bijouen, customers are led to believe that the jewellery they're buying is handmade in Luxembourg by a local artisan named Marie. Neither claim is true. This isn't just a case of dropshippers lacking transparency about their business and their products' origin, it's also a case of AI-infused deception.
While there are no specific rules targeting AI-generated images in marketing, the same consumer protection rules apply. Synthetic content being used to trick buyers falls under deception, explains Wildgen. "That is naturally considered deception under the Consumer Code, and it is prohibited. This means that the consumer always has the right to know who the professional they are dealing with is," Wildgen states. "If someone misleads a person into a commercial transaction or to sell something under false pretences, that is already illegal today, even without any additional rules."
Looking ahead, the EU's flagship AI Act includes provisions requiring professionals to label AI-generated content, including synthetic images, as such once this part of the regulation takes effect in August 2026. However some exceptions, such as artistic projects, may apply. On a national level, France plans to complement this with a proposed 2024 law mandating that all synthetic images on social media specifically be explicitly labeled as AI-generated. Currently, Luxembourg has no similar plans.
Rising complaints
Coincidence or not, The European Consumer Centres Network (ECC) has reported a rise in complaints linked to drop shipping schemes in recent years, at a time where AI tools are booming.
It's clear that legislation, protective or lacking as it may be, is not enough on its own. As AI-generated imagery becomes more realistic and is increasingly used in schemes like these, education and awareness become more important.
Jeff Kaufmann, project manager at Bee Secure, outlines some fundamental protections consumers can take. He recommends looking up the site's URL through tools like the Wayback Machine, noting that "often these shops turn out to be fairly recent." He also advises paying close attention to the text, referring to AI models like ChatGPT he says: "They are good in Luxembourgish, but you can quickly notice when there are mistakes."
Kaufmann also points out, especially for stores claiming to be in Luxembourg, consumers can check the Luxembourg business register, where legitimate businesses in Luxembourg have to be registered. Another step is to review the site's legal notice for addresses or contact information.
Above all, he emphasises how far a simple Google search can go. "Often, you can already find direct hints or reviews from other users about that particular shop".
Reporting and resources
Patrick Wildgen underlines how difficult it is to hold vendors accountable, specially if they're outside the EU. Giving the example of a customer who buys off an American platform and is scammed, "Maybe you can file a complaint with the Federal Trade Commission (FTC) in the US. If they act on it, great, but if not, your options, and ours as an authority, are limited."
He also warns that products sold through dropshipping may not conform to EU standards and could possibly be dangerous. Urging consumers to report goods they suspect to be non-compliant to The Luxembourg Institute of Standardisation, Accreditation, Safety and Quality of Products and Services (ILNAS).
