While some scams might seem obvious to you, one could catch you out - like a targeted ad that uses an algorithm to determine the perfect product for you. You could be caught at a bad time or become the subject of manipulation over a lengthy period by a skilled scammer.
If you want to know what traits, factors and triggers make us all susceptible to scams, read on.
Which? TechEveryone’s a scam target
We spoke to Prof Mark Button, from the Centre for Cybercrime and Economic Crime at the University of Portsmouth's School of Criminology and Criminal Justice, who explained that there can be distinctions in which scams target different segments of the population.
For example, phone scams target older people as they’re more likely to use landlines, while crypto scams on social media often appeal to young men, who Prof Button described as being ‘more likely to take risks and be impulsive’.
Sometimes the platforms you use indicate what type of scams you’re most likely to be targeted by, but age can also play a factor.
Ofcom’s Adults’ Media Lives study, published in May 2025, found that when faced with a mock-up of a scam email, people aged over 65 were more adept at spotting the scam than those aged 25 to 34. However, a mock-up of a fake social media profile was better spotted by people aged 16 to 24 than those aged over 65 or between 45 and 54.
undefinedIt’s all about timing
Prof Button explained: ‘Loneliness and living alone are definitely factors influencing being at greater risk of becoming a scam victim. Without a network of friends and/or family, and no one to ask about potential scams, you don’t have a sounding board. So how do you verify things?
‘The very early stages of cognitive decline also put you at greater risk of victimisation, as you’re not as sharp at detecting scams.
'The recently widowed and bereaved who have lost their partner to share and discuss things with are at a very vulnerable stage, and it’s similar with divorce. There’s also some research showing that the isolation and loneliness linked to depression make you more vulnerable.’
Characteristics of vulnerability
Prof Button’s points are supported by what the UK’s financial services regulator, the Financial Conduct Authority (FCA), considers to be characteristics of vulnerability. These are traits that make someone especially susceptible to harm due to their personal circumstances.
They include health, difficult life events, a lack of resilience to withstand drastic financial and emotional changes, and having poor literacy, financial and digital skills.
Scammers take advantage of this via two primary tactics: they create an overwhelming sense of urgency and manipulate the victim past their bank’s warnings and other potential points of intervention (known as social engineering).
How online grooming works
After a scammer has hooked you in, a process of grooming begins.
Prof Button told us: ‘Fraudsters use grooming tactics, such as sometimes giving money to the victims at the start to build confidence. Other times, grooming can be a quick act of social engineering, where you’re coached on what to say if the bank or police contacts you.
'Grooming also involves building fake websites and showing the victim all the non-existent money they have in their account.’
His research on hybrid investment and romance scams referenced various grooming strategies. These included ‘testing the waters’ by initially only requesting small amounts of money, leveraging emotional bonds, using multiple communication channels to increase intimacy and adopting an authoritative persona, such as a doctor.
Four factors that can make you or a loved one more vulnerable
Health Life eventsResilience CapabilityWhat can be done about scams?
There has been some significant progress in tackling scams in the UK, but Which? believes more is needed.
The Online Safety Act (OSA), enforced by Ofcom, aims to reduce the amount of illegal content online by placing obligations on platforms to detect and remove it. And this includes fraud.
However, the process for implementing duties on most paid-for fraudulent ads for major platforms was delayed and most likely won’t come into force until 2027.
Ofcom told us that the timing of the duties for fraudulent ads under the code had changed due to government delays in determining which platforms are subject to these additional duties.
Which? believes that the OSA should be implemented in full without further delay, and that the government should push forward plans to prevent scam advertising outside the scope of the OSA.
Which? is calling on the government to use its forthcoming fraud strategy to set out a comprehensive approach to tackling fraud, ensuring that there are no gaps in protections that scammers can exploit to target consumers.
For those who lose money to scams, there are some protections. The Payments Systems Regulator (PSR) implemented mandatory reimbursement for bank fraud victims, up to a maximum of £85,000, in October 2024. Which? wants the PSR to maintain its reimbursement scheme when it’s reviewed this October.
Four scam tactics you need to know about
Being a voice of authorityA sense of urgencyPlaying on emotion Building relationshipssource https://www.which.co.uk/news/article/how-vulnerable-are-you-to-scams-aeiAz5k4NBpa