National Trading Standards has published its first artificial intelligence (AI) scam watchlist, warning UK shoppers about fake retailers and criminals impersonating people they trust.
Trading Standards officers warn that fraudsters create convincing websites claiming to represent family-owned businesses selling British-made goods.
Some use generated pictures of high streets with Union Jack flags to support their claims. However, customers may receive cheap, mass-produced goods or nothing at all.
Criminals also clone voices and create deepfake videos to impersonate relatives or friends requesting emergency payments.
In romance scams, AI helps fraudsters remember personal details and sustain conversations over weeks or months. Trading standards officers say AI is “super-charging” existing scams through clones and fake websites.
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Meanwhile, the technology lets scammers produce polished, personalised emails, texts and social media posts on a large scale. Consumer group Which? warns that spelling mistakes and poor grammar no longer provide reliable clues.
Trading Standards officers advise consumers to pause before paying or sharing information, especially when someone applies pressure. Their advice includes:
- Avoid sending money, gift cards or sensitive information to someone you have never met in person.
- Check whether a retailer’s address exists.
- Use the Financial Conduct Authority’s Firm Checker to check a financial firm’s authorisation.
- Contact employers directly to verify job advertisements.
- Treat a familiar voice or video appearance with caution.
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People in England, Wales and Northern Ireland can report fraud through Report Fraud or call 0300 123 2040. In Scotland, reports go to Police Scotland.
For consumer advice in England and Wales, call the Citizens Advice consumer helpline on 0808 223 1133.
