What Is a Bait and Switch Scam and How to Avoid One

Reports of locksmith scams have risen by 66% since 2021, according to data from the Master Locksmiths Association (MLA). In 2025 alone, 402 complaints were recorded.

Many of these cases involve a classic tactic known as bait and switch, a practice that continues to affect consumers across multiple industries.

In this article, we’ll look at the bait and switch meaning, how it works, and how to protect yourself, which is more important than ever.

What Is Bait and Switch?

So, what is bait and switch? Bait and switch is a deceptive sales tactic where a business advertises a product or service at a very low price (the “bait”), but once the customer shows interest, the seller attempts to replace it with a more expensive or inferior alternative (the “switch”).

The goal is not to sell the advertised product at all. The low price is simply used to attract attention and generate enquiries.

In simple terms, the switch and bait describes the same tactic, though the correct and widely recognised term is bait and switch.

How a Bait and Switch Scam Works

A typical bait and switch scam follows a clear pattern:

  1. A product or service is advertised at an unusually low price.

  2. The customer makes contact or visits the store.

  3. The advertised item is suddenly unavailable.

  4. The seller pressures the customer to purchase a more expensive or lower-quality alternative.

This practice is commonly seen in emergency services, car sales, electronics, and online marketplaces.

For example, a locksmith may advertise a £49 callout fee, only to present a final bill of several hundred pounds once the job is complete. The original offer was never genuinely available — it was simply the bait.

Warning Signs of a Bait and Switch Tactic

To protect yourself from a potential bait & switch situation, watch for these red flags:

  • Prices that seem far below market value

  • Vague or generic product descriptions

  • Pressure to upgrade to a “better” option immediately

  • Claims that the advertised product just sold out

  • Refusal to provide written confirmation of pricing

If the deal appears significantly below standard market pricing without a clear explanation, caution is advised.

Protect Yourself with William Channon

Avoiding a bait and switch scam starts with choosing a locksmith that operates with accountability.

At William Channon, we believe security should never come with uncertainty. Clear pricing, professional standards and honest advice are not optional extras — they are the foundation of how we work.

When you choose William Channon, you benefit from:

  • Clear, upfront quotations before any work begins

  • Transparent pricing with no hidden charges

  • Qualified, vetted professionals

  • Established industry partnerships and trusted suppliers

  • Security solutions built to last

Rogue operators rely on urgency and confusion. We rely on professionalism and trust.

If you need locksmith or security support, speak to William Channon and work with a team that does things properly from the start.