Facebook owner Meta Platforms is struggling to stop counterfeiters from pushing fake luxury goods from Gucci to Channel across its social media apps, according to research and interviews, as the company barrels into e-commerce.

Its platforms have emerged as hot spots for counterfeit offenders who exploit their range of social and private messaging tools to reach users, according to interviews with academics, industry groups and counterfeit investigators, who likened brands’ attempts at policing services like Facebook, Instagram and WhatsApp as a game of “whack-a-mole.”

“Facebook and Instagram are the key marketplaces where counterfeit goods get sold to members of the public. It used to be eBay 10 years ago, and Amazon five years ago,” said Benedict Hamilton, a managing director at Kroll, a private investigation company hired by brands hurt by counterfeiting and smuggling.

Research, led by social media analytics firm Ghost Data and shared exclusively with Reuters, showed counterfeiters hawking imitations of luxury brands including Gucci, Louis Vuitton, Fendi, Prada and Channel.