Don’t fall for this – how to protect yourself from AI scams
Shoppers are being urged to stay vigilant as criminals increasingly employ artificial intelligence to boost their scams. Fraudsters have set up polished websites that pose as family‑run UK retailers, complete with images of a High Street adorned with Union Jack flags. When a purchase is made, buyers often receive nothing at all, or a cheap, mass‑produced item from abroad, typically China, according to trading standards officials.
National Trading Standards says AI‑generated pictures, voice‑cloned audio and deep‑fake videos are now common tools used to deceive consumers. For the first time the agency has compiled an AI scam watchlist that outlines the methods criminals are using.
Typical tricks include:
- New or cloned websites that look professional and are built quickly and cheaply.
- Romance scams where AI stores personal details and sustains conversations for weeks or months.
- Deep‑fake videos or cloned voices that mimic family members or friends asking for urgent money.
- Error‑free, personalised phishing emails, texts and social‑media posts produced on a massive scale.
Traditional warning signs such as typos or poor grammar are no longer reliable, warns consumer group Which?. To stay safe, trading standards recommends:
- Never send money, gift cards, or personal and financial details to anyone you have not met in person.
- Verify a business’s legitimacy by checking its address, using the Financial Conduct Authority’s Firm Checker, and contacting the company directly to confirm job ads or offers.
- Do not assume a person is genuine simply because you have heard their voice or seen them on a video call.
- Pause before paying, sharing personal information or taking any action, especially if you feel pressured or rushed.
If you encounter a fraud attempt, you can report it to Report Fraud online or call 0300 123 2040. For advice, the Citizens Advice Consumer Helpline is available at 0808 223 1133.
The story was reported by Kevin Peachey, cost of living correspondent, and published on 19 October 2026. Image credit: Getty Images.