PHIA CO-FOUNDERS KNEW OF AFFILIATE FRAUD

AI DESK■ 1 MIN READ

TUE, AUG 11, 2026

■ AI-SUMMARIZED FROM 2 SOURCES ▸ TIMELINE

Phia co-founders Phoebe Gates and Sophia Kianni pushed for and were aware of "cookie stuffing" practices for seven months, according to Bloomberg. The e-commerce startup used the deceptive technique to claim affiliate commissions for sales it didn't drive.

Internal communications and sources reveal the co-founders actively advocated for software features that artificially attributed sales to Phia's affiliate network. Cookie stuffing—placing tracking cookies on users' devices without their knowledge—allows companies to falsely claim credit for purchases made elsewhere. The practice persisted for seven months before being addressed, suggesting institutional awareness at leadership levels. Such tactics violate affiliate marketing standards and potentially breach consumer protection laws. Phia positions itself as a sustainability-focused e-commerce platform. The allegations raise questions about the startup's compliance practices and oversight mechanisms. Neither co-founder has publicly commented on the reports.

■ SOURCES

► Techmeme ► Bloomberg Tech

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PHIA CO-FOUNDERS KNEW OF AFFILIATE FRAUD

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