Santander UK has launched a warning campaign highlighting the growing risk of fake AI-generated social media adverts targeting online shoppers in the run-up to Christmas.
The bank has produced 10 fictitious AI-generated adverts to show just how difficult it can be for consumers to distinguish genuine offers from fraudulent ones.
New research found that more than half of Brits, 56%, worry that either they or a family member could fall victim to this type of scam, while 50% say they struggle to know what to trust when purchasing goods online. Purchase scams remain a significant threat, with £16.7m stolen last year, and 67% of scams by volume originating from social media platforms.
Despite being digital natives, younger consumers appear to be especially vulnerable. Among Gen Z social media users, 51% said they had spotted a fake AI advert, yet 14% admitted they had lost money as a result of falling for one. The data also revealed growing caution around festive spending, with 52% of Brits saying they are being particularly vigilant this Christmas due to rising numbers of fake AI adverts circulating online. A further 63% said they would not buy anything directly from social platforms over concerns about legitimacy.
Santander UK head of fraud risk management Chris Ainsley said: “Generative AI has opened the floodgates to a new wave of highly convincing scams that can be almost impossible to spot at first glance. As fraudsters become more sophisticated, it’s vital that people stay alert and think twice before engaging with adverts or offers that appear to- good to be true. We want to make sure everyone knows what to look for so they can shop online with confidence, particularly as we head into one of the busiest shopping periods.”
The research shows how effective these tactics have become. Nearly 74% of people were unable to recognise a fake AI advert featuring padel bats, while 71% could not identify that a promotional post for a dog feeder device was bogus. Santander has listed common red flags, including unrealistic prices, distorted images, suspicious URLs, insecure payment pages and spelling or grammar errors.
Consumers are being advised to scrutinise adverts carefully, avoid clicking on links without checking domain details and ensure that any payment pages display secure browser encryption. Santander’s campaign aims to raise awareness ahead of peak holiday spending and encourage consumers to pause, verify and question online promotions that seem unusually attractive.
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