Five scam trends to watch out for in 2025

Consumer watchdog Which? has highlighted five emerging scam trends likely to become more sophisticated in 2025.

Following a year of significant scam activity, fraudsters are expected to continue exploiting new technology and human vulnerabilities to target victims.

Here’s what to look out for in the year ahead and how to stay one step ahead of the scammers:

1. AI-Generated Images

Scammers are increasingly using artificial intelligence (AI) to create hyper-realistic but fake images. These can be used in phishing schemes, fake social media profiles, product listings, and even dating scams to impersonate people or products convincingly.

How to spot and avoid:

• Look for unnatural details like strange lighting or distorted features, such as hands or hair.
• Use reverse image search tools like Google or Tineye to verify if the image has been used elsewhere.
• Be cautious of images that appear “too perfect,” as they may have been AI-generated.

2. Voice Cloning

AI tools now allow scammers to clone voices with alarming accuracy, enabling them to impersonate loved ones over the phone. These impersonation calls often aim to pressure victims into sending money.

How to stay safe:

• If a call seems suspicious, contact the person using another trusted method to verify it’s really them.
• Keep social media profiles private to prevent scammers from accessing voice recordings.
• Set up a unique “safe phrase” with close friends or family to verify identities during phone calls.

3. Hacking and Data Theft

Hackers continue to exploit data breaches, phishing websites, and malware to steal personal information, which can then be used to impersonate victims or sold on the dark web. Scammers are also leveraging AI to scale up cyberattacks.

Protect yourself:

• Use strong, unique passwords for all accounts and consider a reputable password manager.
• Enable two-factor authentication (2FA) for an extra layer of security.
• Install antivirus software to protect your devices.

4. Polished Scam Communications

Free large-language AI tools like ChatGPT allow scammers to create sophisticated and professional phishing emails and messages. These eliminate the telltale poor spelling and grammar often associated with scams, making them much harder to detect.

What to do:

• Double-check the email address or phone number sending the message; unfamiliar senders are a red flag.
• Avoid clicking on unexpected links or entering personal information on unfamiliar websites.
• Be wary of messages requesting sensitive information, even if they appear official.

5. Spear-Phishing

Scammers are increasingly tailoring their attacks through spear-phishing, using personal information obtained from data breaches or social media profiles to create convincing messages. These may include your name, address, or other details to trick you into trusting them.

How to defend yourself:

• Make social media profiles private to limit the information scammers can access.
• Only enter personal information on reputable websites.
• Check if your data has been exposed in breaches using tools like Have I Been Pwned.

What to Do If You’re Targeted

If you fall victim to a scam:

• Contact your bank immediately using the number on the back of your card.
• Report the scam to Action Fraud call 0300 123 2040.