27 August 2025 | 09:42 CAT
3-minute read

South Africa’s young women are being lured into what appear to be lucrative overseas job opportunities, only to face harsh realities upon arrival in Russia. Image: News24 / Yuliya Taba / Getty Images

South Africa’s young women are being lured into what appear to be lucrative overseas job opportunities, only to face harsh realities upon arrival in Russia.

Concerns have mounted after reports surfaced that social media influencers promoted the Al-Abuga Start programme, marketed as a work and study initiative but flagged by anti-trafficking experts as a potential front for exploitation.

The programme, launched in 2022 by Russia’s Al-Abuga Special Economic Zone, has been advertised as offering jobs in hospitality, catering, and manufacturing to women aged between 18 and 22.

However, behind the promises of housing and overseas employment lies a troubling reality: many of these women end up in manual labour roles, particularly in drone assembly plants.

Human trafficking activist Hilary Leong explained that Act Africa first became aware of the programme when young South African women began posting about it online.

“On the surface, the program looks all very lucrative with promises of housing and all of the niceties that go along with working overseas. And, you know, it’s intriguing. It’s Russia and that kind of thing. But they are all, like I said, all the red flags,” she said.

Influencers were flown to Russia on paid trips and asked to promote the initiative upon return. Some have since claimed they were unaware of the exploitative elements of the scheme. One influencer, Sian, issued a public apology, stating she had “no clue” about the darker side of the programme.

But Leong argues that influencers cannot simply claim ignorance.

“One would have thought that they would have done their homework with all the human trafficking going around, and especially something coming from a country like Russia. So, for me, if something comes out of the ordinary like that, that comes across too good to be true, I think they should have done more of their homework,” she stressed.

Legal experts are now examining whether any laws have been broken, both by the Russian organisers and the South African influencers who promoted the programme. At present, the influencers maintain that they too were tricked.

Leong pointed out that this is a tactic commonly used by traffickers.

“It is indeed the case that they were tricked, as they are saying. So, which means they were used as well. So, often that’s what traffickers would do.”

The situation exposes the vulnerability of young women desperate for economic opportunities. Poverty and the appeal of overseas work make them easy targets for recruiters.

Leong cautioned that desperation can cloud judgment.

“Sometimes people get into situations not knowing, but we can tell you and do find that normally people that are very, very desperate for whatever it is in terms of money, putting bread on the table and things like that to fall for these things,” she said.

With social media now serving as a powerful tool for both opportunity and exploitation, the controversy surrounding the Al-Abuga Start programme has highlighted the urgent need for vigilance, due diligence, and stronger protections for vulnerable young women.

For now, activists are calling for a thorough investigation into the influencers’ involvement, and for government departments to step in before more women fall prey to what increasingly appears to be a trafficking trap disguised as opportunity.

Listen to the full interview on Sabaahul Muslim with Moulana Sulaimaan Ravat.