Five scams trends for 2025

From deepfakes to copycat websites to fake QR codes, fraudsters are always utilising the latest trends and technology to make their scams more convincing and target more people.

As a new year approaches, we look ahead to see what increasingly sophisticated tactics could be used by scammers in their dodgy schemes.

Here are five scam trends to look out for next year.

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1. AI-generated images

With the rise of artificial intelligence (AI), some images starting to appear in scams are entirely unreal.

Whether it's social media profiles peddling dodgy schemes, product listings on fake websites or scammers lurking on dating apps, fake images created from AI will be more widely used to make scams impersonating people or products harder to spot.

Tips to avoid these scams:

• Look for unnatural details – scan images for small details such as lighting, hair and hands that look strange, and look out for any blurry parts of the image.
• If the image looks too perfect, it might be created by AI.
• Use a reverse image search tool, such as Google or Tineye, to check if the image has been posted anywhere else on the internet. If it hasn’t, this could be a sign that it’s created using AI, especially if it’s of a well-known person. You can reverse image search on Google by selecting the image icon on the right of the search bar.

2. Voice cloning

This is when scammers use AI tools to clone your voice. They will then use your voice to call people you know impersonating you and asking for money. Fraudsters can get hold of your voice through calls and clips on social media.

Ofcom has new rules coming into force on 29 January 2025 prohibiting overseas callers from spoofing UK mobile numbers. This means fraudsters won’t be able to change the display number their call is coming from to look like it’s coming from a UK number on a mobile phone.

This could prompt scammers to hone in on voice cloning to make their scam calls more persuasive, and we’ve already started to see some instances of it.

Tips to avoid these scams:

• If you receive an unexpected distressed call from a friend or relative that sounds suspicious, verify that it’s actually them by contacting them using another trusted contact method.
• Make sure your social media profiles are private as fraudsters can record your voice from your video or audio content.
• Consider setting up a safe phrase with your family or close friends that you can say to verify if you’re speaking to them.

3. Hacking

Hacking is a method for scammers to steal your personal data while spreading their scams further through hacked accounts.

Fraudsters set traps to access your email and social media accounts through data breaches, details gleaned from phishing websites or malware downloaded to your devices.

In 2025, we predict that personal data will continue to be a big commodity for scammers buying and selling details on the dark web. AI tools appear to be enabling scammers to find new ways of exploiting weaknesses in systems and launching cyberattacks at scale.

Tips to avoid your accounts being hacked:

• Don't use the same password across different accounts, create strong passwords and use a reputable password manager.
• Download antivirus software on your devices.
• Set up two-factor authentication (2FA) or two-step verification (2SV). This is when you provide a separate form of identification, such as a code being sent via text, when you log into an account.

4. Well-crafted communications

 In 2023, we reported on how the rise of large language models such as ChatGPT were potentially being used by scammers to write phishing messages.

The launch of more free tools such as these allows fraudsters to eliminate the classic scam sign of poor spelling and grammar, making dodgy emails, texts and websites much harder to detect.

Tips to avoid these scams:

• Look at the email addresses and phone numbers dodgy messages come from. If you don’t recognise them, they could be sent from scammers.
• Be wary of unexpected links in messages.
• Be suspicious of any message or website that asks for your personal or financial information.

5. Spear-phishing

We also reported on the increase of spear-phishing in 2024, a tactic where scammers create personalised scam messages after gathering enough information on you.

Data breaches and information you’ve published on public social media accounts can provide a goldmine of information for scammers to dig into and build a picture about you.

Then, they will send you a message containing your personal data – such as your name, address, date of birth or even where you work – making it seem much more convincing.

Tips to avoid these scams:

• Keep your social media profiles private.
• Don’t enter your personal details into websites you don’t recognise.
• Check to see if your data has been leaked at haveibeenpwned.com.

If you’re the victim of a scam, call your bank immediately using the number on the back of your bank card and report it to Action Fraud, or call the police on 101 if you’re in Scotland.