DiPasquale & Summers is investigating a potential multi-million dollar scam involving bogus "vanity" awards for Best of Waikiki and Best of Honolulu.

DiPasquale & Summers is investigating a potential multi-million dollar scam involving bogus "vanity" awards for Best of Waikiki and Best of Honolulu.   Unlike legitimate awards issued by the Star Advertiser and other reputable publications and news outlets, less scrupulous companies are engaging an a deceptive practice intended to dupe businesses out of their money, and mislead would-be customers. 

The scam has been around since at-least 2013 and is only getting worse. Many local businesses are reporting that they are being targeted with “awards” that are really just money grabs.

The scam starts with an email that informs small businesses and nonprofits they are a recipient of a “Best of Waikiki” or “Best of Honolulu” award, but in order to claim their award, they have to pay up. According to the testimony of one business owner, Scott Merlo, he paid $100 per year for each award for the years of 2013 through 2019. Unlike many business owners, however, Scott Merlo knew the awards were a scam and still used them on his website in an effort to deceive would be consumers that his former business, waikikibeachrentals.com was routinely voted the best vacation rental website in Honolulu.

The Better Business Bureau says this is a vanity award scheme where businesses are not winning based on merit, but for the sole intent of purchasing the plaque or certificate for an inflated price.

If you believe that you have been misled into purchasing one of these awards, or were a customer of a business which advertised these awards, please contact our office.