Story Highlight
- 63% of fraud victims encountered scams via apps or websites.
- 55% of online fraud originated from social media platforms.
- Victims reported mental health issues and financial distress.
- 23% changed their online payment methods after being scammed.
- Which? calls for legal accountability from tech companies.
Full Story
In June 2026, Which? conducted a survey involving 1,501 UK adults who suffered financial losses due to fraud over the previous two years. The survey aimed to understand how victims encountered scams, the actions they took, and the overall impact on their lives. The findings revealed that 63% of those defrauded reported that at least one app or website was involved in the scam. Notably, more than half (55%) of the victims identified social media as the initial platform where they encountered fraudulent content. The majority of these scams were traced back to services owned by Meta, with Facebook cited by 28% of victims, WhatsApp by 17%, and Instagram by 10%.
The emotional toll on victims was significant, with 63% acknowledging increased stress levels, 54% reporting adverse effects on their mental health, and 47% indicating financial difficulties as a result of the scams. Many victims expressed feelings of anxiety, shame, and isolation, with some noting that their experiences strained personal relationships. One individual shared, “It has made me feel stupid and ashamed. I haven’t fully told my family. I have tried to cover up the full financial loss.” Another stated, “I was so nervous and stressed. It had a big impact on my marriage as well.” A separate victim described their mental health as being “affected very badly” and requiring counselling and government support.
Which? also highlighted that nearly a quarter (23%) of victims had changed their online payment methods due to the scams. One participant remarked, “It affected the way I see online purchases and payment methods. At some point, I totally lost trust.” The research indicated that individuals with pre-existing mental health conditions or disabilities were more likely to experience difficulties affording daily essentials, accumulating debt, or closing accounts.
Concerns were raised regarding the inadequate reporting processes for scams. One Facebook user, who fell victim to a scam on the platform, remarked that the reporting was poorly handled, describing the experience as “entirely automated” and emphasising the need for genuine support from customer service representatives.
Which? contended that tech companies are unlikely to take necessary actions against scams without legal obligations. Juniper Research estimated that social media platforms generated almost £3.8 billion from scam advertisements in Europe in 2025. Which? called for regulatory action by Ofcom to enforce measures outlined in the Online Safety Act to combat fraudulent advertising effectively. Rocio Concha, Director of Policy and Advocacy at Which?, stated, “Our research lays bare the long-lasting emotional impact fraud can have on victims. Fraud takes a serious toll on victims’ stress levels and mental health.” She emphasised the need for the rapid implementation of effective measures against fraud.
According to Which?’s findings, unauthorised fraud was the most prevalent form reported, with 44% losing bank account or card details and 16% losing physical cards or devices. Impersonation scams constituted 35% of incidents. Only 23% of respondents indicated that their experiences did not involve online platforms.
The survey was conducted online by Deltapoll from June 1 to June 12, 2026. Post-data collection, the findings were weighted to accurately represent victims of fraud within the UK population aged 18 and over.
A spokesperson for Meta stated that combatting scams remains a priority, asserting that “Scammers are determined criminals who use increasingly sophisticated tactics” and affirming their commitment to tackling these issues. Similarly, Ofcom emphasised their dedication to combatting online fraud and the urgent need for improvements by tech firms.
Source: read the original report.
What this means for your site
This article highlights significant gaps in the responsibility of tech companies regarding online fraud, particularly through social media platforms. To mitigate similar outcomes, businesses must adopt more robust measures to protect users. The Online Safety Act, which aims to regulate harmful content online, is crucial here; tech companies should ensure comprehensive compliance with this legislation to prevent scams from proliferating on their platforms.
Furthermore, the implications of the Management of Health and Safety at Work Regulations 1999 are applicable, as they stipulate employers’ responsibilities to safeguard the mental wellbeing of their employees. Providing support networks, clear reporting mechanisms, and user-friendly guidance can help mitigate the psychological impact of online fraud and boost resilience among users.
As a concrete step, organisations should implement mandatory training programs focusing on digital literacy, fraud awareness, and the reporting of scams. This could empower employees and users to recognize and avoid potential scams, fostering a culture of vigilance. Regular audits and updates of platforms to enhance security and transparency can also build trust and create a safer online environment.
