Fraudsters have stolen an estimated £10.9 billion from British consumers over the past twelve months, according to the latest State of Scams in the UK report published by the Global Anti-Scam Alliance in collaboration with the British fraud prevention service Cifas and Tietoevry Banking.
The report shows that one in five adults (20%) in the United Kingdom has been targeted by fraud and lost money as a result. The average financial loss per victim amounts to around £850.
Younger groups increasingly targeted
The findings reveal a worrying shift: younger adults and even children are becoming prime targets for fraudsters. Millennials (aged 29–44) are particularly affected, losing an average of €1,690 — more than triple the average losses reported among Generation X (aged 45–60), who lose around €515.
Equally alarming is that 16% of parents with children aged 7 to 17 report that at least one of their children has already fallen victim to fraud.
Shopping scams dominate — overconfidence as a risk factor
Shopping or order scams remain the most common form of fraud, accounting for 45% of all cases. Many consumers believe they can easily identify fraudulent activity. Paradoxically, those who claimed they could “always recognise fraud” suffered the highest average losses — €1,846 per victim.
More reporting, but losses remain high
Despite the scale of the problem, the report highlights some encouraging developments:
- 77% of victims reported the fraud to their payment service provider.
- 47% recovered at least part of their lost money.
- 91% of adults say they actively check whether an offer is genuine.
With Black Friday and the Christmas shopping season approaching, the report’s authors warn that fraudsters are exploiting increased online activity — particularly on platforms with direct messaging features.
A data-driven threat
Jorij Abraham, CEO of the Global Anti-Scam Alliance, describes fraud as “a systemic, data-driven threat to the UK’s digital economy.” Fraud cases are no longer isolated incidents, he notes: “This report provides the facts policymakers and businesses need to act faster, share data, and coordinate prevention efforts effectively. Only through cross-sector cooperation can we protect every household.”
Mike Haley, CEO of Cifas, goes as far as calling the situation a “national emergency.” Fraud costs the UK billions each year and affects millions of people. Haley expresses particular concern about the rising number of young victims — including children — who are being exposed to increasingly sophisticated scams. He urges vigilance during the shopping season: “Consumers should always check before they buy. Cifas is committed to equipping individuals and organisations with the tools to detect and prevent fraud early — including in schools and families.”
A professionalised fraud economy
Gunnar Koren, Head of Financial Crime Prevention at Tietoevry Banking, highlights the shift toward a global, highly professionalised fraud industry. Although 80% of people believe they can recognise fraud attempts, professional criminals are often several steps ahead. With crime-as-a-service structures and AI-supported attack methods, they operate internationally, precisely, and with increasingly authentic deception tactics.
Koren stresses that fraud now has psychological as well as financial consequences. With 76% of respondents having already encountered fraud attempts and one-third of victims reporting mental stress, the issue concerns far more than money: it undermines trust, security, and mental well-being. Banks, payment providers, and tech platforms must work more closely together to strengthen detection and prevention.
A rapidly evolving threat landscape
The State of Scams in the UK 2025 report underscores how quickly online fraud is becoming more digitalised and more sophisticated. The combination of technological advancement, social media, and insufficient user education creates an environment in which criminals can operate with increasingly refined techniques.
With total losses exceeding £10 billion, it is clear that fraud is no longer a marginal issue but an economic and social threat of the highest order. Meaningful progress will require data and information sharing, cross-sector collaboration, and consistent consumer awareness.
