Publishers pay merchandisers to visit newsagencies and create displays to promote their titles. The merchandiser takes a photo as proof of the work done.
In one of my newsagencies, one merchandiser visits each week, photographs the display my team have already done and leaves. The visit is 90 seconds or less. I saw it myself recently. Not only is this merchandiser claiming our work as this but they are also denying us access to the additional materials they have available to support the titles involved.
We have reported the scam back to the publisher. Hopefully we will see some action soon.