We're sharing four big scams trends we spotted in 2025, along with advice on how you can stay safe online.

We operate the Scam Ad Alert system in partnership with major online advertising and social media platforms to help tackle scam ads in paid-for space online. In 2025, we received 2,589 reports of potential scams via our reporting form. As a result, 169 Scam Ad Alerts were sent to platforms to remove ads and act on the intelligence provided.

Four scam ad trends in 2025

1. Celebrity and public figure scams

Scammers continue to use fake celebrity stories and endorsements, increasingly relying on convincing AI-generated images and deepfake videos. Most of these ads relate to cryptocurrencies and investments, but we also saw celebrities being used to promote products such as weight-loss supplements. Celebrities and public figures featured in scam ads in the last year include Keir Starmer, Naga Munchetty, Elon Musk, Nigel Farage and Dr Hilary Jones.

Our advice:

• If you see an online ad featuring a celebrity endorsement, carry out some checks before handing over your details or hitting 'buy now', particularly if the offer seems too good to be true or uses pressure tactics.
• Check whether the content comes from an official account and consider whether the ad seems out of character. While some celebrities do endorse products, they don't usually promote complex investments or wonder cures.

2. Retail scams

Scam ads for products such as clothing and jewellery were on our radar throughout 2025. We published five rulings against these ads in April and issued a consumer warning in September. These ads often feature dramatic stories about closing-down sales or big discounts and claim to be small UK-based businesses. In reality, the ads and linked websites use AI-generated images, and the products people receive are mass-produced, poor-quality goods dropshipped from overseas. The websites often feature fake reviews and make it difficult - or impossible - to get a full refund.

Our advice:

• If in doubt, pause before buying from an online company you haven't used before, particularly if you found them via an ad.
• Check reviews on third-party websites such as Trustpilot and see whether you can find a legitimate company address.
• Consider whether any images on the website or ad appear to be AI-generated. That doesn't necessarily mean it's a scam, but it is worth doing some extra checks before you purchase.

3. Increasing use of AI and deepfakes

We sent 10 Scam Ad Alerts in 2025 for ads that used deepfake videos, all relating to cryptocurrency scams. Many more of the scam ads and websites we saw appeared to use AI in some form - from fake news footage to AI-generated images of non-existent company owners. AI-generated videos and images are increasingly difficult to distinguish from the real thing, and this is trend we expect to continue.

Our advice:

• Deepfake videos can be very convincing, although you may be able to spot unnatural facial movements, jerkiness or unusual-sounding speech.
• As with celebrity scams more generally, pausing to consider whether the message seems out of character might help you spot a scam.

4. Scam ads in mobile gaming apps

Scams in mobile gaming apps increased in 2025, and we sent over 20 alerts for scams appearing in this space. Previously, very few in-app scam ads had been reported to us. Many of the ads promoted weight-loss pills and used a reputable pharmacy's logo, as well as fake references to Dragon's Den. The landing pages often referenced the Medicines and Healthcare Regulatory products Agency (MHRA), Doctor Hilary Jones and claimed the product was made in the UK.

Our advice:

• Be aware of the potential for scam ads when using games on your phone or tablet, and be cautious of ads claiming celebrity endorsement.
• Avoid weight-loss products promising "quick fixes" or "miracle results" and only buy medicines from registered UK pharmacies or legitimate retailers.
• Working with others to tackle scam ads

Our Scam Ad Alert system aims to complement and enhance the work already being done by digital advertising and social media platforms, as well as other regulatory and law enforcement bodies, to tackle scam ads and wider online fraude.

The ASA expects participating platforms to respond to alerts within 48 hours to confirm they have removed the reported scam ad. Our target for 2025 was a response rate of at least 80% within 48 hours. Overall, platforms met this timeframe 96% of the time - well above the 2024 figure of 70%.

Given the increase in in-app scam ads, we are continuing to engage with relevant ad platforms and intermediaries where they are not already part of the Scam Ad Alert system.

We have also continued to work with Ofcom as they progress implementation of the Online Safety Act, with a consultation on duties relating to fraudulent advertising expected later this year.

Report a scam ad to the ASA

We encourage reports of any suspected scams seen in paid-for ad space online, including: paid-for search ads; ads on news websites and other online publications; and paid-for ads seen on social media platforms, games or apps.

Reporting a scam to us or other bodies helps prevent other people from becoming victims and may help stop criminal activity. We share all Scam Ad Alerts with government's National Cyber Security Centre (NCSC), which operates a takedown service to remove malicious email addresses and websites.

If you have seen an online ad in paid-for space that you think might be a scam, tell us.