This week on The Covert Code Podcast, Discover the marketing evolution that’s reshaping how brands connect with digital natives. Learn how authentic storytelling, cultural sensitivity, and digital-first strategies are transforming brand engagement from Maui’s beaches to Milan’s runways. Perfect for marketers struggling to connect with younger audiences and brands seeking genuine cultural resonance in the digital age.
Journey from Blackstone boardrooms to human potential breakthroughs with Akhil Gupta, founder of Universal Enlightenment & Flourishing and author of “Bridges Across Humanity.”
Meet Akhil Gupta
Akhil Gupta is the founder and director of the Universal Enlightenment Forum. He has been associated with Harvard University since 2015, first as a fellow at Advanced Leadership Initiative and as an Impact Leader in residence in 2023
From 2005 until 2014, he was the chairman of Blackstone India. From 1992 until 2005, he worked with Reliance Industries Limited as CEO of corporate development. Other significant professional involvements were at Hindustan Unilever in India and ICF Inc. in Washington, DC.
Akhil has an MBA from the Graduate School of Business, Stanford University, and a B.Tech from the Indian Institute of Technology. Akhil currently serves on the Dean’s Leadership Council at Harvard Divinity School, on the Advisory Board of the Human Flourishing Program at Harvard University, and on the Advisory Board of the Harvard Chan Initiative on Health and Homelessness. He served on the Advisory Council of the Graduate School of Business at Stanford University from 2014 to 2021.
The latest release from the Federal Trade Commission is a wake-up call we can’t afford to ignore: In 2024, Americans reported losing a staggering $12.5 billion to fraud—up 25% from the year before. More people are being bamboozled out of more money, and the ways it’s happening should make every business owner, marketer, and consumer pay attention.
It’s tempting to see headlines like these and think, “That could never happen to me or my company.” But if you work in digital marketing, run paid ads, or even open your inbox, you’re already a player in the biggest game of consumer trust—and deception—of our time.
Behind the Numbers: Why Are Losses Soaring?
According to the FTC, while the total number of fraud reports stayed flat, the percentage of people who actually lost money jumped to 38%—up from 27% the previous year. Source: FTC, 2025 That’s not a “few bad apples” problem; that’s a system that’s failing to protect people at scale.
The biggest losses came from investment scams ($5.7 billion), followed by imposter scams and online shopping rip-offs. But what’s underreported is the web of “everyday” digital fraud that quietly siphons resources from honest businesses—bot clicks eating up your ad budget, resold lists filled with non-consenting consumers, phony leads you can’t verify, and SEO “gurus” promising the world but leaving you invisible.
These aren’t rare occurrences—they’re the rule, not the exception, for anyone operating in today’s digital economy. As I’ve warned in The Covert Code and on Forbes, “It’s just SO easy to be a con man online.” That trend isn’t slowing down.
How Scams Happen Now: The Anatomy Has Changed
Let’s get specific. Investment cons? Many now cloak themselves in slick digital ad funnels that mirror legitimate financial firms. Imposter scams? Think near-perfect cloned websites, AI-generated voices cold-calling your staff or customers, and fake “billing” emails that look like they came straight from your own CRM. Job opportunity scams? The FTC reports these losses jumped from $90 million to $501 million in just four years and often start with a LinkedIn ad—or a “personalized” email that was scraped or bought from a list you (or your vendor) never should have touched.
Why do these cons work? Because scammers easily turn the tools of legitimate digital marketing—targeted lists, automated outreach, seamless payment—against us. And because, as I see every week, too many platforms have built empires on plausible deniability, not transparency or accountability.
The Digital Ad Industry’s Accountability Gap: Why “Trust But Verify” Isn’t Just for Spies
Here’s the reality I see as an agency owner: There’s no third-party Nielsen for your online ad impressions, no guarantee that a “click” was a human being interested in your business. In fact, Google, Meta, and others openly resist letting any outside watchdogs investigate their traffic. (If you doubt it, ask yourself why advertisers can’t audit platforms the way we can audit TV or radio spots.)
It’s like booking a five-star hotel only to find your window faces a brick wall—and being told you’re “not eligible” to complain. Except in this case, the missing view is your hard-earned ad budget, vaporized by fake engagement and shoddy partners.
That’s not a flaw in the margins—it’s the margin for too many digital businesses. And it leaves honest organizations footing the bill for industry complacency.
Action Steps: Don’t Be the Next Headline
We can’t afford to be passive players. Here’s what I urge every business and consumer to do—starting today:
For business leaders & marketers:
Vet every partner. If your agency or media vendor can’t provide third-party audit trails, run.
Invest in fraud detection tools. Platforms like ClickCease can help block bot traffic and fake leads, saving 20–30% of your ad budget overnight (yes, really—we’ve seen it at Covert).
Demand transparency. Insist on real-time reporting, ask who sold you that lead/gen list, and never buy into “set it and forget it” promises.
Educate your team. Scammers are getting sophisticated—make digital vigilance part of your culture.
For consumers:
Be wary of unsolicited messages—email remains the #1 channel for scammers.
Independently verify offers, especially around investments, jobs, or shopping.
Unverifiable traffic spikes or “guaranteed” results with no proof.
Pressure for immediate payment via bank transfer or crypto.
Offers that sound too good to be true—because they are.
Conclusion: This Is Everyone’s Problem
We’re living through a golden age of digital opportunity—and digital deception. The $12.5 billion lost last year isn’t some isolated storm; it’s a sign that the way we do business, build trust, and track value online needs to change.
I refuse to accept that this is “just the cost of doing business” in 2025. If platforms won’t change, it’s up to us to lead by example—demanding transparency, investing in education, and refusing to play by scammers’ rules.
Anna Covert founded Covert Communication, a Forbes Books author, and an advocate for honest, high-impact digital marketing. Find strategies and transparency guides. Join the discussion on LinkedIn.
In today’s digital-first economy, online reviews and ratings can make or break a business. Platforms like Google Maps offer businesses critical visibility and credibility, but they’ve also become fertile ground for scams. From fake reviews manipulated by bad actors to coercive tactics demanding payment under threat of one-star ratings, the vulnerabilities of this space can undermine trust and hurt both businesses and customers.
For any business owner, especially small- to mid-sized entrepreneurs, this issue isn’t just theoretical — it’s personal. When scams erode the authenticity of reviews, they chip away at the foundation of what makes digital marketplaces thrive: trust. As someone deeply invested in helping businesses navigate the complexities of the digital landscape, I believe this is a conversation we need to have—not just to diagnose the problem but also to drive actionable solutions for a more ethical online ecosystem.
Breaking Down the Problem: How These Scams Operate
Scammers operate with surprising ingenuity, leveraging tactics designed to deceive, extort, or exploit both consumers and businesses. Fake offers to pay for five-star reviews or threats to drown your business in negative ratings are common scams. In some cases, scammers masquerade as Google representatives, sending false invoices or asking for payment to verify your business — all with no connection to the platform.
The issue becomes even trickier when malicious actors take advantage of unsuspecting users. Customers are offered incentives to post dishonest reviews for places they’ve never visited or are victimized by financial fraud when participating in fraudulent schemes. The result? Less reliable ratings, tarnished reputations, and a mistrustful user base.
What makes these scams so dangerous is their emotional hook: urgency. Scammers know how to make their targets feel trapped, rushed, or intimidated, leaving businesses and users without the time to properly verify legitimacy or weigh their options.
The Business Perspective: Why This Matters
As someone who has spent years helping businesses optimize their digital strategies, I’ve seen firsthand how scam-induced distrust can poison the well for everyone. Negative reviews, whether authentically earned or maliciously placed, hold a disproportionate amount of power in shaping consumer behavior. In an era where 81% of consumers research online before making a purchase, even a handful of fake one-star reviews can send potential customers running to competitors.
This goes beyond immediate financial losses. It undermines the very tools that allow small businesses to compete with larger, well-established brands. For entrepreneurs who have poured their heart and soul into their ventures, being victimized by rating manipulation feels like a betrayal, especially when they don’t have the resources to fight back.
What’s worse, businesses often feel powerless. How do you combat fraud when the very system designed to help you grow also leaves the door open for bad actors? This is why I passionately advocate for greater support from platforms like Google while encouraging every business to take proactive measures toward self-protection.
How Businesses Can Protect Themselves
Fighting against review and rating scams requires a combination of vigilance, action, and self-awareness. Here are the steps I encourage business owners to take immediately:
Claim and Verify Your Business: Make sure your Google Business Profile is claimed and verified so you have full control. Active management reduces the likelihood of scammers successfully manipulating a profile.
Monitor Reviews Regularly: Keeping tabs on your reviews will help you quickly identify suspicious or fake activity. If something seems off, act fast and report it to Google.
Educate Your Team: Make sure everyone involved in your business knows not to engage with unsolicited offers for paid reviews or respond to coercion attempts. Understanding the warning signs is the first step to prevention.
Leverage Reporting Tools: Google Maps provides pathways to report fraudulent activity. Use them. Whether you’re flagging fake reviews or questionable profiles, consistent reporting helps platforms identify broader scam trends.
Encourage Authentic Reviews: Build a proactive strategy to solicit real reviews from happy customers. When you cultivate a robust base of positive, legitimate feedback, it becomes more difficult for scammers to sway your ratings.
Collaborate with Fellow Business Owners: Share experiences, keep each other informed, and learn from one another. Collective knowledge within your local or industry community can be powerful.
Closing Thoughts
Trust is the currency of success in today’s online world, and we cannot allow scammers to bankrupt it. Both businesses and platforms like Google share a responsibility to maintain the integrity of reviews and ratings. While Google’s recent measures like content monitoring and account suspensions are steps in the right direction, there’s more to be done.
As businesses, we have to remain proactive — taking every opportunity to protect our reputations, support transparency, and advocate for systems that reward honesty over manipulation. And as users, we hold power too: to be discerning, to report fraud when we encounter it, and to support businesses that play by the rules.
At the end of the day, every fake review removed, every scam reported, and every authentic rating added is a step toward a fairer, more trustworthy digital marketplace. Let’s make it happen together. For more information on this topic, visit – https://support.google.com/maps/answer/14014039?hl=en
Aspen Country Day School graduates are all over the world, building lives of meaning and purpose. As the founder of Covert Communication, Hawaii’s largest digital marketing firm, Anna (Lefkowitz) Covert ’98 has worked with hundreds of businesses, from startups to Fortune 500 companies. She is committed to helping create more oversight for the digital media industry with a strong focus on universal consent and consumer privacy.
“You are never done learning. You have to always be educating yourself, and that’s the way you stay on the pulse.”
Aspen Country Day School: Kindergarten to Ninth Grade
After: Boarding school at Stevenson School in California, then to Boston for a BS in marketing a minor in management at Bentley University
Career: Anna never expected to wind up in Hawaii. But while visiting her retired parents there after college, she took a gig running a fashion show for a charity, made some connections, and was recruited to manage marketing for Paul Brown, Hawaii’s largest spa and salon chain. Today, as founder and principal of Covert Communication, she consults companies—from Fortune 500 to small businesses—on both the client and agency side; her staff is based in seven countries worldwide.
Blue or Green Team: Green. And that’s fitting, because Anna has made major contributions to the green energy industry. A website plugin she created, the Solar Wizard, allows customers to calculate how much solar power they need, to find credits for installing it, and to evaluate costs, savings, and environmental impacts.
FIVE QUESTIONS
What is something you learned at Aspen Country Day School that shaped your adult life?
The small classes. One thing I’ve noticed is that other friends of mine don’t have the same staying power, socially. Every year, they were in a new class with new people, and if they didn’t get along with them, they didn’t ever have to speak to them again. But it wasn’t like that at our school. You had to work through problems, and you had to stick it out together. I think that is a skill that has always followed me: to meet problems face-on and resolve them.
Favorite teacher? Francie Jacober. Before I started working with her, I thought I was really bad at math. But we would do algebra, and it changed my whole view of math and made me feel really empowered. (Note: today, Francie is a Pitkin County Commissioner.)
There have been a lot of changes in the marketing business since you first started. How have you adapted?
When I went to school, digital marketing wasn’t even a thing.Basically, I got to where I am because I taught myself WordPress. It was a lot of trial and error. But really, you are never done learning. You have to always be educating yourself, and that’s the way you stay on the pulse.
What prompted you to write your book?
Almost 30-50% of all clicks from Google, Microsoft, and Facebook are fake. Platforms have deployed bots to click on ads on their own sites so they make more money. It’s really dark. I finally had enough and realized that I could help. We wanted to get the word out faster. The party’s over. It needs to be over. How we manage and store consumer data is very important (privacy), and reporting needs to be transparent.
The good news is that there are good actors in the digital media space that will allow for third-party oversight and ways to prove delivery, clicks by humans vs. bots, and other important metrics. My book does just that: it provides the education that companies of all sizes can apply to target the right person at the right time with the right message, without the aid of an agency or big spend.
What’s next for you? I would like to get into public speaking: teaching and sharing knowledge. I believe it is important for businesses and marketers to understand what they are buying and how to protect themselves.
Join us with Laura Morton, award-winning filmmaker and bestselling author, as she reveals the secrets of powerful storytelling. Discover how to create narratives that move audiences, drive change, and make a lasting impact.
Meet Laura Morton
Laura Morton is a bestselling author renowned for her extensive work in nonfiction. With over 30 years of experience, she has penned more than 60 books, 22 of which have appeared on the New York Times bestseller list. Lasega Books is an imprint of Forefront Books and a natural progression for Morton, giving her the platform to publish projects she strongly believes in. While she continues taking on writing projects, Morton will shepherd books on her imprint, working closely with her authors to ensure a seamless experience.
Laura has collaborated with a wide range of high-profile individuals, including celebrities, athletes, and business leaders, helping them capture their stories and expertise into compelling narratives. Her books cover a variety of topics, from self-improvement to business success, always with a focus on authenticity and connection
Anna Covert, author, entrepreneur, and digital innovator presents throughout Hawaii and beyond
Businesses often receive digital solutions that either fail or lack verification. My goal is to empower companies and organizations with the knowledge and strategies they need to succeed.
— Anna Covert, Author, Speaker, & Principal of Covert Communication
HONOLULU, HI, UNITED STATES, February 19, 2025 /EINPresswire.com/ — Renowned digital marketing expert, author, and entrepreneur Anna Covert is now available for public speaking engagements across Hawaii and beyond. As the founder of Covert Communication, the largest digital marketing firm in Hawaii, Anna has spent over two decades becoming an authority in digital advertising, earning a reputation for her strategic expertise, unwavering business ethics, and ability to drive measurable success.
In alignment with her deep knowledge of the digital world, Anna recently completed a book titled The Covert Code – Mastering the Art of Digital Marketing. Published by Forbes Books, it was released on major online bookstores, Amazon, Barnes & Noble, and Target, as well as being available in 24 WH Smith airport bookstores. The Kindle version has attained the #1 ranking on Amazon in several categories.
From high-end consulting with Fortune 500 companies to helping small businesses avoid being taken advantage of, her mission is to uplift the industry and protect consumers from the escalating online marketing and media fraud that plagues online platforms, including Search, Display, and other online advertising platforms and networks. A true entrepreneur, Covert also operates several other marketing and technology businesses, including reactium.io, which is currently being used by enterprise organizations worldwide with contributors from Apple, Microsoft, and IBM.
Conferences, corporate events, business summits, educational workshops, and private consulting sessions are available for Anna. She has been featured at the Quantcast Conference at NYU, MBA engagement at NYU, digital advertising presentations at her alma mater, Bentley University; and Sales and Marketing Executives panels. Anna delivers powerful keynote speeches on topics such as:
• Unlocking the Secrets of Digital Marketing
• How AI is Changing the Advertising Landscape
• Data-Driven Decisions: Marketing Strategies That Deliver Results
• The Future of Branding in a Digital World
• Behavioral Science Approach for Marketing
• The Customer Journey: The Key to Connecting
“Too often, businesses are sold digital solutions that don’t work or can’t be verified,” said Anna Covert. “My goal is to empower companies and organizations with the knowledge and strategies they need to succeed in today’s fast-changing digital landscape.”
For more information on booking Anna Covert for a speaking engagement, visit annacovert.com.
Honolulu, HI, UNITED STATES, February 21, 2025. The Covert Code Podcast, hosted by renowned digital marketing expert, author, and entrepreneur Anna Covert, is celebrating its one-year anniversary with its 52nd weekly episode. Launched on February 27, 2024, the podcast was inspired by Anna’s Forbes-published book, The Covert Code—Mastering the Art of Digital Marketing, and has since become a must-listen resource for industry leaders, business professionals, and entrepreneurs.
The topics of the initial podcasts ranged from digital marketing, the movement toward AI, the evolution of the solar industry, and technology advancements. As the audience grew, Anna forged a broader path, inviting Forbes authors and other industry thought leaders, corporate trainers and advisors, eCommerce experts, leadership coaches, and team-building strategists. The weekly conversations have featured notable guests such as:
Phil Geldart, Founder & CEO of Eagle’s Flight and bestselling author of 9 leadership books. (Featured today as our anniversary episode.)
Sarah Dandashy, author of the #1 best-selling book, “Hospitality From Within,” a trusted travel authority, host of “The Creators” podcast, and co-host of “Good Morning, Hospitality” on LinkedIn Live.
Tracy Sierra, The author of the best-selling thriller Nightwatching, a Fallon Book Club Pick winner.
Michelle Greenwald, Corporate Innovation Expert, Consultant, Forbes Writer, Author, Professor, Global Conference & TEDx Speaker.
Chip Higgins, founder of Bizzics LLC and author of “The Bizzics Way,” reveals strategies for building business momentum and optimizing cash flow.
Matthew Stafford – CEO of Build Grow Scale, helping hundreds of e-commerce brands scale past the million-dollar mark, with many hitting the $10 million mark.
Danaya Wilson, CEO of BetterCertify and author, is discussing how individuals can become catalysts for change beyond the workplace.
Kathleen Quinn Votaw, CEO of TalenTrust and a Forbes Books author of “Dare to Care in the Workplace,” emphasizes the importance of caring leadership in modern business.
Kris Rudeegraap, Co-CEO of Sendoso, providing insights into effective direct mail and gifting strategies for enhanced customer engagement.
Tim Rodgers, of Rehab AI, discussing the transformative impact of artificial intelligence on the future of business.
Plus local Hawaii stars like John Pitre, Master artist of Fantasy and Surrealism / one of the famous living American artists and President & Founder of Natural Power Concepts (NPC); Lance Motogawa, musician, radio host, and producer; Toby Tamaye, President of AT Marketing LLC; Sean Morris, President of S. Morris & Associates; Ashton Cudjoe, CEO of Hawaii Medical Institute and Owner of Ashton Business Advisors; Paul Skellon, Director Marketing, Communications & PR for Pacific Air Cargo; Jody Shiroma, Vice President of Communications of PBS Hawaii; and Jason Cutinella,founder and CEO of NMG Network.
Through insightful discussions and expert interviews, The Covert Code Podcast continues to provide valuable perspectives on the ever-evolving digital marketing world, giving listeners actionable insights on how to stay ahead in today’s competitive business environment.
For more information or to tune in, visit: TheCovertCode.com/podcast. Or subscribe on Apple Podcasts, Amazon Music, or Spotify.
Join us for a transformative conversation with Phil Geldart, founder & CEO of Eagle’s Flight and bestselling author of 9 leadership books. Discover powerful insights on building exceptional workplace culture, unlocking human potential, and driving meaningful organizational change.
Meet Phil Geldart
Phil Geldart is the founder and CEO of Eagle’s Flight, a Canadian company focused on improving individual and team productivity. Eagle’s Flight currently operates in more than twenty countries, earning a reputation for its exceptional customer service, effective products, and commitment to fun.
In addition to managing sales and distribution, Phil has experience with acquisition and divestiture initiatives and has developed multiple leadership programs. He has also authored several practical books in areas crucial to performance improvement, such as leadership, experiential learning, culture transformation, and customer-centricity.
Step into the world of data-driven e-commerce growth with Matthew Stafford, CEO of Build Grow Scale. Matthew shares expert insights on boosting conversions, increasing revenue, and scaling e-commerce businesses through data-driven optimization.
Meet Matthew Stafford
Matthew Stafford, the Managing Partner of Build Grow Scale and an equity owner of some in-house eCommerce brands, has knowledge and expertise, enabling him to mentor thousands of store owners through paid eCommerce groups and live events. His experience has also allowed him to help hundreds of e-commerce brands scale past the million-dollar mark, with many hitting the $10 million mark. To top it off, he’s been speaking on stages about e-commerce optimization for the past seven years! In fact, before COVID-19, BGS hosted the largest yearly eCommerce-focused event in North America—BGS LIVE.
Meet Akhil Gupta
Meet Laura Morton
Meet Phil Geldart
Meet Matthew Stafford
