Phia, co-founded by Phoebe Gates, is accused of cookie stuffing to gain affiliate commissions improperly. An investigation revealed Phia's tactics led to its suspension from Impact.com, although changes have been made to address the issue.
Phia, a shopping startup co-founded by Phoebe Gates, is facing serious allegations of engaging in 'cookie stuffing.' This practice involves manipulating affiliate links to falsely claim credit for purchases that did not originate through their platform.
A Bloomberg investigation revealed that Phia used a method where it would open a new tab during the checkout process of a retailer. This action allowed Phia to override existing affiliate codes, potentially claiming commissions on sales it did not generate.
As a result of the accusations, Phia has been suspended from Impact.com, a major affiliate marketing platform. The company has stated that changes were made to rectify the issue, although it remains uncertain if these measures will fully address concerns from retailers and partners.
Founded in 2025, Phia has raised over $40 million from notable investors like Kim Kardashian. The startup's platform aims to assist users in finding the lowest prices online, similar to Google Flights, but for product shopping.
Phia is not the only company to face scrutiny over cookie stuffing; Honey, owned by PayPal, is currently under a class action lawsuit for similar practices. The outcome of these cases may influence how affiliate marketing practices are regulated in the future.
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Phia, co-founded by Phoebe Gates, is accused of cookie stuffing to gain affiliate commissions improperly. An investigation revealed Phia's tactics led to its suspension from Impact.com, although changes have been made to address the issue.