Consumers urged to beware new scam tactics this year
Fraudsters are expected to use increasingly sophisticated methods in 2026, with advances in artificial intelligence (AI) and deepfake technology making scams more convincing than ever, according to consumer group Which?.
Tali Ramsey, senior writer and scams expert at Which?, said that while many scams follow familiar patterns, technological changes and new regulations will give criminals new opportunities to deceive consumers.
“Fraudsters are experts at devising ways to make their schemes more persuasive, using technological advances and combining political, economic and cultural change to their advantage,” she said.
Among the scams expected to grow this year are long-term job scams, where people are drawn into fraudulent work-from-home schemes and made to carry out fake tasks for months before being tricked into paying money into the scheme.
AI technology is also predicted to play a major role in “AI influencer” scams, where fraudsters create realistic deepfake personalities posing as financial or legal experts to gain trust online before promoting fake investments.
Spear-phishing, which uses stolen personal data to target individuals, is likely to become more sophisticated following a series of large data breaches at major retailers and brands. Scammers use this data to impersonate companies and trick victims into revealing one-time passcodes, giving them access to bank or mobile accounts.
Voice cloning and number spoofing – where a scam call appears to come from a legitimate UK number – also remain a concern. While phone networks have introduced measures to block spoofed calls, Ramsey warned that criminals are likely to adapt by using AI-generated voices to impersonate bank staff, tax officials or tech support workers.
New age verification scams are also expected to emerge as online platforms implement the UK’s Online Safety Act. Some users have already reported being asked to upload images or biometric data to unfamiliar websites, leading to fears scammers could exploit the process by creating fake verification pages or malicious VPN services.
Which? advises consumers to take extra care when responding to unsolicited messages, avoid clicking on links in unexpected emails or texts, and verify requests directly with the company they appear to come from.
The organisation also recommends checking the Financial Conduct Authority and Solicitors Regulation Authority registers before making any investments or legal arrangements, and warns against paying money to an employer or recruiter at any stage of a job application.
Consumers who lose money to scams are urged to contact their bank immediately and report the incident via Report Fraud (formerly Action Fraud) or Police Scotland on 101.
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