Businesses on Facebook or Instagram can subscribe to a verification tool that should stop consumers getting stung while shopping online.

Just this week, Australia’s well-known fashion label Sportscraft warned customers there had been an increase in websites impersonating the brand.

A new badge of authenticity is designed to give confidence to shoppers who scroll across a business for the first time, according to tech giant Meta that owns the popular social media platforms.

Meta will require various criteria to be met before giving their accounts a “verified” badge in the trial of subscription-based Meta Verified that begins in Australia on Tuesday.

“Australia is a priority market for Meta … There is an intent to roll this out across the globe,” Meta executive Harry Lowes told AAP.

When users scroll through their Facebook or Instagram feed they’ll see a recommended panel similar to a panel that suggests connecting with people that they might know.

Governments are paying close attention to whether smaller companies are being out-muscled by bigger competitors online, where money can drive what floats to the top to win consumers’ dollars.

But Mr Lowes said Meta Verified was “absolutely fair for everyone”, particularly smaller businesses who might not have the resources and budgets of larger companies.

“It’s about businesses being able to be discovered across the platform and it’s about account support,” he said.

The subscription includes account monitoring for impersonations and account support, including troubleshooting or help when locked out of an account.

A handful of features are being tested by Meta, including prioritising subscriber comments to attract potential customers or fans.

Meta Verified business accounts will appear at or near the top in search results when their account name is an exact match for the user’s query.

Businesses can sign-up for the services at the Meta website.

Marion Rae
(Australian Associated Press)