Most common scams to watch out for in 2025 – and how to stay safe

Scams are now more convincing than ever. Fraudsters are clever - they know what we’re worried about and how to catch us off guard, especially when we’re busy or distracted.

Here are five of the most believable scams doing the rounds this year according to Which? – and what to look out for to help you stay safe.

Fake big brand giveaways

What’s happening?

Scammers are pretending to be well-known brands on social media, running fake competitions that promise prizes like store vouchers, phones or even cars.

These posts often look very convincing. They may use the brand’s logo or even come from hacked accounts of real people.

Some people are asked to pay a small ‘delivery fee’ for their prize. But once you pay, the scammers disappear, taking your money, contact details and sometimes even your bank information.

How to stay safe:

• A real competition from a trusted brand will never ask you to pay to receive your prize.
• Before entering, check the account posting it and ask whether it looks genuine.
• Be cautious with competitions shared by friends as their accounts could be hacked.

Energy bill texts and fake support payments

What’s happening?

With energy prices still high and support schemes being announced, scammers are taking advantage, sending fake texts or emails that look like they’re from the government or your local council.

These messages might say you’ve been approved for a winter fuel payment or other help, asking you to click a link and enter your details.

Some links lead to fake websites designed to look like gov.uk or local council sites.

How to stay safe:

• If you’re eligible for the winter fuel payment, you’ll usually get it automatically and you don’t need to apply.
• Be wary of messages with links asking for your personal or bank details.
• If in doubt, go directly to the official website rather than clicking on links in texts or emails.

Too-good-to-be-true job offers

What’s happening?

These scams promise easy money for simple work you can do from home, with no experience needed. Some fraudsters claim to be admirers of your social media posts and offer you ‘partnerships’ or ‘paid promotions’. Others post fake success stories showing how people made big money with barely any effort.

What they’re really after is your bank details, or sometimes they’ll ask you to pay upfront for training or materials.

How to stay safe:

• Be careful with job ads or messages that sound too good to be true.
• A real employer or recruiter won’t ask you to pay to get a job.
• Never share personal or bank details with someone you haven’t verified.

Fake closing down sales

What’s happening?

Fraudsters are creating fake ‘going out of business’ sales on social media, claiming their small business is shutting down due to high costs or personal tragedy. Others pretend to represent big-name stores that are closing, offering ‘mystery boxes’ or massive clearance deals.

You’re asked to pay quickly – often by bank transfer or gift voucher – but you’ll never receive the items.

How to stay safe:

• Always check the page or website carefully and consider whether it looks trustworthy?
• Don’t feel rushed into buying something as scammers often use pressure tactics.
• Remember the golden rule that if a deal looks too good to be true, it probably is.

Booking.com scam

What’s happening?

Scammers are sending fake messages that look like they’re from Booking.com, claiming there’s a problem with your payment or card details.

They ask for extra payments or say you need to re-confirm your booking. In some cases, people have even booked holiday homes that don’t exist.

How to stay safe:

• Always check reviews, especially the newest ones.
• If you get a message asking for payment, contact the hotel directly.
• Don’t pay by bank transfer. Use a credit card if possible, as it gives you more protection.

Remember, if something feels off, take a moment, check the facts and don’t rush into anything.