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Social media has become a double-edged sword for British users, with new research revealing a shocking surge in scam advertisements. Last year, nearly 95 billion of these fraudulent ads made their way into the feeds of unsuspecting Britons, costing individuals an average of £1,258 each. This alarming trend not only highlights the vulnerabilities of users but also raises serious questions about the accountability of tech giants reaping substantial revenues from these deceptive practices.
The Eye-Watering Scale of Scam Ads
According to a comprehensive study conducted by Juniper Research for banking app Revolut, British social media users were bombarded with approximately 200 scam advertisements every month throughout 2025. This flood of fraudulent content generated an estimated £430 million in revenue for social media platforms, underscoring how these companies profit from advertisements that prey on the unsuspecting.
The report notes that the UK ranked second in Europe for financial losses due to scams, trailing only Ireland, which recorded an average loss of £1,292 per victim. Disturbingly, projections indicate that the number of scam ads could rise to 137 billion annually in the UK by 2030, contributing to an eye-popping total of nearly 1.5 trillion across Europe.
Platforms Under Scrutiny
The platforms investigated in this study included major players such as Meta’s Facebook and Instagram, TikTok, Snapchat, X (formerly Twitter), and LinkedIn. In November, Meta revealed it had removed 134 million scam ads from its platforms. However, the report also references leaked internal documents suggesting that the company employed keywords to obscure these ads from regulators rather than genuinely addressing the issue.
Alarmingly, the research indicates that around one in ten advertisements viewed by UK social media users is a scam. While the report does not specify the types of scams involved, prior findings have indicated a rise in sophisticated scams leveraging AI technologies, including deepfakes and identity theft. Additionally, there has been an uptick in scams masquerading as legitimate communications from government departments, making them particularly difficult to identify.
The Rise of ‘Finfluencers’ and Other Risks
Another concerning trend highlighted in the findings is the influence of so-called ‘finfluencers’ on social media. Recent investigations by BrokerChooser revealed that over half of British users (55 per cent) reported financial losses after acting on advice from these influencers. A separate analysis of 100 trading videos on TikTok showed that 80 per cent contained potentially misleading information, further illustrating the risks associated with following financial guidance from unverified sources.
Lloyds Bank also conducted research revealing that the most commonly reported types of scams included those related to vehicle purchases, ticket sales for high-demand events, and even driving lessons. Liz Ziegler, fraud prevention director at Lloyds, noted a significant spike in ticket scams last year, particularly as the demand for events like Glastonbury and major football fixtures soared. Scammers exploited this frenzy, using dubious social media posts and fake websites to prey on eager fans.
A Call for Greater Vigilance
In response to these alarming statistics, Revolut has introduced a tool designed to detect potential fraudulent activity on users’ accounts. This feature alerts users when suspicious actions, such as impersonation scams, might be taking place while they are using their phones. With the landscape of social media continuously evolving, it’s crucial for users to remain vigilant and informed about the potential pitfalls of digital engagement.
Why it Matters
The enormity of the problem posed by scam advertisements on social media cannot be overstated. With billions of fraudulent ads infiltrating users’ feeds, the financial and emotional toll on individuals is staggering. This situation demands immediate action from policymakers and tech companies alike to enhance user protection and accountability. As we navigate an increasingly digital world, understanding these risks and advocating for safer online environments is not merely important—it’s essential.
