Imagine receiving a package you didn’t order — perhaps a crystal or a shovel. It might seem like a harmless mistake or a free gift, but it’s often part of a scheme called brushing.

Brushing is a deceptive practice, where e-commerce sellers send unsolicited products to individuals to create fake orders. Once delivered, the recipient becomes a “verified buyer,” allowing the seller to post fraudulent reviews on platforms like Amazon or eBay. These fake reviews boost the product’s visibility and reputation, giving dishonest sellers an unfair edge over ethical businesses.

I experienced brushing firsthand, when I received a package that seemed like a gift. Initially, I thought it was from my children or a friend, but no one had sent it. The package, addressed to a neighbor, contained what appeared to be expensive jewelry. After some investigation, I realized it was counterfeit and traced the sender to a fraudulent operation. This discovery led me to research brushing and its broader implications.

While brushing may seem innocuous, it poses significant risks. It skews e-commerce marketplaces, undermines consumer trust and exploits stolen personal information. Many brushing schemes rely on data breaches or the illegal sale of personal information to obtain names and addresses. In my case, only my address was used, but others may not be so fortunate.

Beyond the personal impact it causes, brushing damages legitimate businesses. Ethical sellers are sidelined by companies inflating their rankings through fake orders. Meanwhile, consumers are left questioning which products are truly reliable. For instance, the counterfeit jewelry I received falsely tarnished the reputation of a well-known brand, creating confusion and mistrust.

To combat brushing, online marketplaces must step up. Platforms like Amazon and eBay should implement stricter verification processes for orders and reviews, enforce penalties for offenders and educate consumers on recognizing and reporting brushing. Transparency is critical to restoring consumer confidence.

Consumers also have a role to play. If you receive an unsolicited package, don’t ignore it. Check your accounts for unauthorized charges, report the incident to the platform and file a complaint with the Federal Trade Commission (FTC). These steps help track and address scams.

Brushing is a wake-up call to safeguard your personal information. Regularly update passwords, monitor accounts and be cautious about sharing personal details online. The more vigilant we are, the harder it becomes for scammers to exploit us.

Unsolicited packages might seem like free gifts, but they often come at a hidden cost. Brushing undermines trust in e-commerce, exploits personal data and damages legitimate businesses. By staying informed and taking action, consumers can help expose and end this deceptive practice.

Donna Joy, of Shepherdstown, is in her second term on the Jefferson County Board of Education. Her comments are personal, and do not represent the Jefferson County Board of Education as a whole. She can be reached at aumpeace@msn.com.