As deceptive order-gathering tactics become more sophisticated — from misleading online ads and websites to caller ID spoofing and impersonation calls — the Society of American Florists has launched a new online resource center to help floral businesses recognize deceptive practices, protect their brands and take action when they encounter them.
The Deceptive Order Gatherer Resource Center brings together practical guidance, training, articles, reporting tools and SAF’s policy in one place, giving floral businesses a central source of information for understanding and responding to a longstanding industry challenge.
SAF developed the resource center in response to growing concerns from members who report increasingly aggressive tactics designed to intercept customers searching for local florists. The issue has surfaced repeatedly in conversations with SAF members and volunteer councils, with florists reporting deceptive online advertising, businesses falsely presenting themselves as local, caller ID spoofing and callers misrepresenting their identities when placing orders.
“Florists are telling us that these tactics are evolving, and they need clear, practical information about what they can do to protect their businesses,” says SAF CEO Kate Penn. “We also know florists are incredibly busy, so we created this resource center to put these tools in one convenient place.”
Order gathering itself is a legitimate part of the floral marketplace. The problem arises when businesses misrepresent who they are, where they are located or how an order will be fulfilled, potentially misleading consumers and diverting business away from the florists they intended to support.
SAF formally addressed the issue in 2019 with a policy supporting fair competition and transparent business practices and identifying deceptive practices, including falsely representing a business as local, collecting service fees without clear disclosure, misrepresenting business identity or affiliation, and transmitting orders below stated retail prices and standard delivery fees.
The consequences of deceptive business practices can extend beyond a single lost order. Consumers may face undisclosed fees or confusion about who is fulfilling their purchase, while local florists accepting the orders can be left managing unrealistic expectations about products, pricing and delivery. Over time, those experiences can damage consumer trust and the reputation of local floral businesses that had no role in the original transaction.
When businesses encounter suspected deceptive activity, the center outlines steps for documenting and reporting incidents, including misleading online ads and spoofed calls. Floral industry businesses can also report deceptive practices to SAF, helping the association track emerging tactics and trends, educate members and support industry advocacy efforts.
The resource center also gives florists tools to address the issue with consumers. Consumer-focused guidance that businesses can share with their customers explains how to verify that they are ordering from a legitimate local florist or floral service, including checking for a physical address, confirming contact information and reviewing a business’s online presence before placing an order.
Visit the Deceptive Order Gathering Resource Center to learn how to recognize deceptive practices, protect your business, and report suspected violations.
Amanda Jedlinsky is senior director of content and communications for the Society of American Florists.
