> OUTSMART DECEPTIVE ORDER GATHERERS


Prepare Staff When a deceptive order bypasses digital defenses, the immediate fallout is most often a frustrated consumer. That’s why frontline staff need a


concrete, standardized protocol to immediately de-escalate these situa- tions and protect the shop’s reputation, Sogueco says. 


Conduct a Digital Investigation: When an upset consumer maintains that an order was placed directly with the shop, staff should check for the transaction and if it isn’t found, clearly explain, “We don’t have your order on record,” Sogueco says.


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Identify Payment Discrepancies: Staff should be aware that the customer’s confusion often stems from how the deceptive order gatherer processed the order. If they used the customer’s credit card to pay a florist, as happened with Ferguson, the customer may call questioning why your business name appears on their statement.


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Investigate the Point of Purchase: To help the consumer understand that they ordered through a third party, staff can help reconstruct their buying journey. Sogueco recommends prompting the customer with targeted diagnostic questions such as: “How was the order taken? Did you visit our website?” Some florists even ask the customer to pull up the site they used to diagnose the situation.


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Pivot to a Solution: Once the consumer recognizes that a third party was involved, staff should pivot the interaction into relationship building and immediate damage control. Acknowledging the customer’s frustration and helping them identify where the order originated can preserve trust and strengthen the relationship with the customer.


While these might not be the easiest


conversations to navigate, Sogueco says it’s better than the alternative. “Imagine if the customer didn’t call,” he says.


Report Problems and Take Action When deceptive operations cross ethical or regulatory boundaries, indi- vidual storefronts often feel compelled to pursue aggressive legal remedies. However, navigating the legal realities of search engine marketing requires a strategic, cost-effective approach that prioritizes systemic administrative tools over expensive, protracted courtroom battles, McManus says. 


Report Violations to Google: Anyone can buy a keyword for an ad, and business owners cannot keep Google from selling keywords, says McManus. However, other companies cannot use a shop’s name in the header or top line of the ad. If the prominent blue hyperlinked text in an ad crosses into direct copyright or trademark infringement, the ad can be reported to Google and removed, he says. Shops can utilize Google’s self-reporting mechanisms in the Google Ad Center. Alternatively, click the three-dot icon or “About this ad” link next to a sponsored search result, then select “Report this ad” or “Why this ad?” to submit a policy violation complaint. Be sure to cite “misrepresentation of business identity.”


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Issue Direct Notices: When a deceptive aggregator explicitly misrepresents a shop’s brand online, business owners can bypass the courts and take immediate administrative action. McManus recommends drafting and sending a formal cease and desist email or letter directly to the offending company to demand an immediate correction.


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Evaluate the Need for a Trademark: Federal trademark registration can strengthen a florist’s ability to protect its brand online, particularly for larger or multi-location businesses that are frequent targets. For many smaller florists, however, reporting violations to Google and sending cease-and-desist


26 FLORAL MANAGEMENT | July/August 2026 | WWW.SAFNOW.ORG


Scan to access SAF’s collection of online resources, including courses, articles and more designed to help florists defend against deceptive practices.


notices may be a more practical first step, McManus says.


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Report Incidents to SAF: Florists facing caller ID spoofing, misleading online ads or other deceptive practices should document and report incidents to SAF. SAF’s policy states that businesses representing themselves as local should have a physical presence in that community and identifies undisclosed service fees and orders transmitted below stated retail prices and standard delivery fees as deceptive practices. Collecting reports from florists helps SAF track patterns, strengthen industry advocacy efforts and address ongoing violations.


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Report Spoofing and Fraud: Caller ID spoofing is not always illegal, but it may violate federal law when used to defraud consumers or obtain something of value. Florists who encounter suspicious calls should document the incident and consider reporting it to the Federal Trade Commission or their state attorney general.


Sarah Sampson is a contributing writer for Floral Management.


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