Today, the Advertising Standards Authority (ASA) is revealing the four biggest scam advertising trends it observed in 2025, based on reports from the public through its Scam Ad Alert system.
We work closely with major online advertising and social media platforms to help tackle scam ads when they appear in paid-for space online. In 2025, we received 2,589 reports of potential scams, triggering 189 alerts to platforms to take scam ads down.
But as scammers continue to adapt and use increasingly sophisticated tactics, including AI-generated content, it’s just as important that people know what to look out for. That’s why we’re sharing the key scam ad trends we saw last year, alongside practical advice to help prevent people falling victim to scams.
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Celebrity and public figure scams
Scammers continue to use fake celebrity stories and endorsements to promote products like cryptocurrencies, investments and weight-loss supplements.
But we’re seeing increasingly convincing AI-generated images and deepfake videos designed to look like real interviews or endorsements. Celebrities and public figures we’ve seen used in scams include Keir Starmer, Naga Munchetty, Elon Musk, Nigel Farage and Dr Hilary Jones.
We’re urging people to pause before clicking or buying (especially if the offer feels too good to be true) and to check whether the post comes from the celebrity’s official account.
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Retail scams
We also saw scam ads for products like clothing and jewellery. These ads often feature dramatic stories about closing down sales or big discounts and claim to be small businesses based in the UK.
Behind the scenes, many of these sites use AI-generated images, fake reviews and misleading claims. The products that arrive are often cheap, mass-produced items shipped from overseas, and refunds are difficult to get.
We banned five of these ads last year and issued a public warning about them. We’re advising people to check reviews on third-party websites and to consider whether images on a website or ad appear to be AI-generated.
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Increasing use of AI and deepfakes
Last year, we sent 10 Scam Ad Alerts for ads using deepfake videos, all linked to cryptocurrency scams. We also saw many more scam ads and websites using AI in subtler ways, including fake news clips and AI-generated “company owners” who don’t exist. These ads are getting harder to tell apart from the real thing and it’s a growing trend we expect to see more of.
Deepfake videos can be convincing, but people may be able to spot unnatural facial movements, jerkiness or strange sounding speech.
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Scam ads in mobile gaming apps
Scams appearing in mobile gaming apps jumped sharply in 2025. We saw ads promoting weight-loss pills, misusing trusted logos, fake Dragon’s Den references and even claiming to be approved by UK health bodies.
People should be aware of potential scam ads when using games on their phone or tablet and should be especially wary of weight-loss products promising ‘quick fixes’ or ‘miracle results’.
Our most recent survey on the UK public’s advertising concerns found that almost two-thirds (64%) of people are concerned about scam advertising, so we know this is something people are worried about. Our priority is to raise awareness of scam advertising, help people recognise the risks, and encourage reporting so action can be taken quickly.
Our Scam Ad Alert system aims to support the work already being done by online platforms, regulators and law enforcement to tackle scam ads and fraud more broadly.
Jessica Tye, Regulatory Projects Manager at the ASA said: “Working in partnership with online platforms through our Scam Ad Alert system helps us ensure scam ads are taken down swiftly. But it’s equally important that the public know the warning signs to watch out for. We encourage anyone who thinks they’ve seen a scam ad to report it to us. By sharing intelligence and working together, we make it harder for scammers to operate and better protect the public.”
