Tourists and London locals are being duped by a decidedly anti-festive online scam involving Buckingham Palace.

It comes after a mysterious ad appeared on social media promoting a royal first – a Christmas market at Buckingham Palace.

“Get ready for a royal Christmas experience. For the first time ever, Buckingham Palace is hosting a Christmas market [from November 14] … bringing festive cheer to one of London’s most iconic landmarks,” the since-deleted post from an account called London.Travelers read.

It was accompanied by delightful images of snow-covered stalls lined up in neat rows in front of the famous landmark. Shoppers could be seen browsing the delightful scene, while fairy lights twinkle above.

London.Travelers has more than 2.5 million Instagram followers, and the post spread rapidly across other platforms such as Facebook and TikTok. Along with similar posts, it was also spread by numerous smaller accounts.

But visitors lured to the so-called Christmas market are finding only disappointment. Where the stalls are meant to be outside the palace, there’s nothing more than a few puddles and some chilly pigeons.

“It was a complete waste of time. It was dark, cold and nothing was there,” 36-year-old Londoner James BJ, told the British capital’s Metro publication after a visit on Sunday.

“I asked a couple of people also milling around if they were there for the market, and they said said yes but no one knew what was going on.

“There were around 30 of us, just walking back and forth until we gave up and went home.”

A trawl through social media finds plenty more disappointed shoppers like James.

“They were supposed to open the Christmas market in Buckingham Palace. Biggest disappointment ever,” writes one person.

“I went last night and I confirm – it is not real!” says another.

A closer look at those cheery photos also unpacks the scam – the palace’s tall fences seem to have mysteriously disappeared to allow the market to move in. Then there’s those pretty fairy lights.

“Where are these lights being hung from? The heavens? This photo is AI and there’s no way the royal family would let us plebeians into this part of the royal palace,” influencer “Love and London” said.

“If an account you follow has posted this, you should unfollow them because it is a lie. When I first saw this, I was like, ‘That photo doesn’t make any sense because there’s a fence that surrounds that part of Buckingham Palace’.”

The social media scam even prompted an official announcement from the Royal Collection Trust.

“There will not be a Christmas market at Buckingham Palace,” it said this week.

“The Royal Mews Christmas Shop is a pop-up shop selling Royal Collection Trust festive products within the existing Royal Mews shop space.”

However, TikTok star Kate Ovens had her own warning about the regal pop-up outlet. She takes viewers on a guided tour before delivering her verdict.

“It’s just a gift shop selling Christmassy royal things. Not a Christmas market,” she said.

The official Christmas shop is open until January 5.