Lauritz.com strives to become the World's largest online auction house and the Swedish CEO has described their ambition as becoming the IKEA of the art world. Just like the traditional auction houses Lauritz.com is ensuring that online customers can trust them. All the art sold by them has been thoroughly examined by their experts and the story behind each piece has been checked, they claim. But is that true? The story about Lauritz.com highlights the importance of investigative journalism in the field of consumer journalism in the digital age.