Protecting Irish Farmers from Bogus Machinery Ads

Introduction

Buying machinery has always carried an element of risk, but until recently, it was usually a question of whether the tractor had a hidden gearbox fault, not whether the tractor existed at all. That’s changing. Across Ireland, farmers are being stung by bogus ads for machinery that looks like a bargain online but never arrives once money changes hands.

Fraudsters are targeting farmers through fake websites, social media pop-ups, and slick adverts that look professional on the surface. They know machinery is expensive, and that when something breaks down, many of us need a replacement quickly. The end result? Farmers losing thousands of euro with very little chance of getting it back.

Real Losses on Irish Farms

This isn’t just a story in the papers, it’s happening in parishes up and down the country:

• A poultry farmer was conned out of €49,000 after paying for machinery through what looked like a legitimate online seller. The invoice had a logo, the site looked polished, but the “dealer” vanished once the transfer cleared.
• In Cork, one farmer was nearly taken in by a Facebook Marketplace ad for a Ford 5610 tractor. He paid €1,000 up front, after being shown convincing videos and a story about transport from the Netherlands. When the “seller” pushed for more money, alarm bells rang. Luckily, he cut it off before losing more.
• In Sligo, beef and sheep farmers talk openly about neighbours losing €4,000–€5,000 on tractors and balers that were priced at “half the going rate”. The ads always looked tempting, but once the money was sent, there was no sign of delivery.

The amounts vary, but the story is the same: deals too good to be true, money sent by transfer, and nothing delivered.

Why Farmers Are Being Targeted

Fraudsters understand the way we do business:

• Bargain culture: Farmers are always on the lookout for a deal. With margins tight, a tractor or baler offered at €5,000 less than market price is tempting.
• Urgency: When a machine breaks in peak season, we need a quick fix. Scammers use that urgency, insisting that the machine “must be sold today” or “is already promised to someone else.”
• Trust: Rural Ireland is built on handshake deals. Scammers lean into that by sounding friendly, offering photos or videos, and mimicking the style of genuine dealers.
• Payment traps: Direct transfers are the fraudsters’ favourite method. Once the money leaves the account, it’s nearly impossible to claw back.

The Scale of the Problem

Fraud teams report that more farmers are falling victim to these scams every year. Pop-up ads on social media are a common entry point. Fake websites are made to look almost identical to real dealers, sometimes with only a single letter changed in the web address.

Losses range from €1,000 deposits on small kit to €30,000–€50,000 hits on tractors and combines. These are real figures, not scare stories. The fact that scammers are moving up the value chain, from small implements to high-value machinery,  shows how confident they’ve become.

Practical Tips for Spotting Bogus Ads

Here are some straight-talk checks to run before handing over money:

1. Check the seller properly:

• Look up their business address on Google Maps. If it’s a random field or an office block with no machinery yard, walk away.
• Ring their landline, not just a mobile. A genuine dealer will always pick up or call you back.

2. Insist on viewing or proof:

• Always try to see the machine. If distance is an issue, ask for a personalised video showing the serial number, specific features, or even today’s newspaper in the frame.
• If excuses pile up about why you can’t see it, treat it as a red flag.

3. Take your time:

• Don’t let urgency force you into paying. Fraudsters will say, “I have another buyer lined up” or “it’s going on the boat tomorrow.” Genuine sellers don’t operate like that.

4. Use secure payment methods:

• Credit or debit cards offer far more protection than bank transfers. If a seller refuses to accept anything but transfer, be suspicious.
• If you do transfer, confirm the account name matches the dealer’s business.

5. Look for sloppy mistakes:

• Fake sites often look shiny but slip up with spelling, poor grammar, or photos that appear on multiple ads. If a John Deere tractor photo is also being used for a “Massey Ferguson ad,” you know it’s a scam.

6. Ask around:

• Mention the deal in your local WhatsApp group, or at the mart. Chances are, someone else has already spotted the same ad. Farmers are quick to warn each other when something’s off.

What to Do If You’re Caught
 

• Contact your bank immediately: Timing is everything. In some cases, quick action can freeze a payment.
• Save everything: Invoices, emails, WhatsApp chats, photos, even screenshots of the original ad.
• Report it to Gardaí: As well as to the platform hosting the ad.
• Let neighbours know: Farmers are often embarrassed to admit being scammed, but sharing your experience could stop someone else losing money.

Conclusion

Machinery fraud is on the rise in Ireland because scammers know the stakes: machines are expensive, and the pressure to get a deal is constant. But with a cool head, you can protect yourself. If a deal looks too good, slow down. Check, double-check, and ask around.

Losing out on a bargain is one thing. Losing €5,000 or €50,000 is another. Stay sharp, stay sceptical, and make sure the only thing in your yard is real machinery, not regret.

*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.