Social media has officially overtaken email as the UK’s most common scam delivery channel, marking a worrying shift in how fraudsters reach their victims. New analysis suggests that more than a third of reported online scam incidents now originate on social platforms, with finance-related adverts playing a major role. Even more concerning is the scale of the issue on Meta’s platforms, where users are exposed to an estimated 15 billion high-risk scam adverts every day, generating roughly $7 billion a year in annualised revenue.
Social media becomes the leading scam channel
The findings arrive at a time when investment fraud in the UK is rising sharply. Money lost to investment scams jumped by 55% in a single year, underlining how effective online scams have become. Unlike traditional email phishing, social media scams are harder for users to spot, often appearing alongside legitimate content and promoted through paid advertising.
Bitdefender analysed more than 1,200 active finance-related adverts from Meta’s Ads Library, assessing whether they were safe, risky, or outright scams. Ads were flagged based on factors such as exaggerated profit claims, missing risk disclaimers, and attempts to move conversations off-platform.
Which countries face the highest risk?
The research reveals stark differences across countries. Poland and the Czech Republic sit at the top of the risk rankings, with 100% of analysed finance adverts on Meta deemed either risky or scams. In both countries, users are exposed to a steady stream of promotions that promise high returns with little or no mention of potential losses.
Belgium, Switzerland and Hungary also rank highly, with more than 90% of finance-related adverts classified as dodgy. In these markets, risk disclaimers are frequently missing, and exaggerated claims are commonplace.
At the other end of the scale, countries such as Ireland and Greece show lower overall exposure, but even there, more than a third of finance adverts raise red flags. No country analysed was completely free from problematic financial advertising.
The UK: lower exposure, but still significant risk
The UK ranks 16th overall, making it one of the less exposed markets in the study. However, that position should not be mistaken for safety. The study found that 44.25% of finance-related Meta adverts targeting UK users were classified as dodgy.
While just over half of UK finance adverts were considered safe, more than two in five were flagged as high risk. Over a third of these adverts failed to include proper risk disclaimers, a legal requirement for many financial promotions. Instead, they rely on persuasive language designed to trigger fear of missing out or the promise of quick gains.
Common phrases include claims such as “multiply your potential up to 20x” and “instant payouts with 99.9% processed immediately”. These messages often downplay or completely ignore the possibility of losses.
The rise of AI-powered trading scams
One of the most striking trends identified in the research is the rapid increase in adverts promoting AI-powered trading bots. These tools are often marketed as offering guaranteed profits, ultra-accurate trading signals, or fully automated wealth generation.
In reality, many of these adverts fail to explain how the technology works, what risks are involved, or whether the service is regulated. In some cases, the AI angle is little more than a buzzword used to add credibility to an otherwise dubious offer.
This trend is particularly visible in countries such as Belgium, where ads promise “super accurate AI-powered entry and exit signals” or claim that a trading bot will immediately begin generating profits without user input.
Moving scams off-platform
Another key tactic highlighted is the deliberate shift away from platform messaging tools. Many finance adverts encourage users to continue conversations via Instagram direct messages or WhatsApp, making it harder for Meta’s automated systems to detect and remove scams.
WhatsApp, in particular, offers minimal consumer protection once users are drawn into private chats. This move allows scammers to apply pressure, share fake testimonials, and request deposits with far less oversight than on public platforms.
According to the analysis, this off-platform migration is a major red flag and a common feature of high-risk finance adverts.
Poland and the Czech Republic under intense pressure
Poland emerges as the most exposed market in the study. Nearly 96% of finance adverts lack proper risk disclaimers, while more than 95% use exaggerated claims. Many promote high-leverage trading models or proprietary trading schemes, implying that users can access large amounts of capital with no personal risk.
Claims such as “up to $400,000 in buying power with none of your own capital at risk” or “turn $5,000 into $400,000 in six weeks” create a dangerously misleading impression of easy, guaranteed success.
The Czech Republic shows a similar pattern. Every finance advert analysed was classified as high risk, with nearly 80% promoting extreme profit claims and close to three-quarters lacking basic risk warnings.
Expert warnings and red flags to watch for
Experts warn that social media investment scams are becoming more sophisticated and harder to spot. They highlight guaranteed profits, unrealistic returns, and pressure to move conversations to private messaging apps as some of the biggest warning signs.
Researchers also stress that legitimate financial services are required to clearly outline risks and are unlikely to promise consistent profits or instant results. Any advert suggesting otherwise should be treated with caution.
A growing challenge for platforms and users
The findings raise serious questions about the effectiveness of current ad moderation systems on major social platforms. While Meta has introduced tools designed to limit financial fraud, the scale of high-risk advertising suggests enforcement is struggling to keep up.
For users, the message is clear. Social media finance adverts should be approached with scepticism, especially those promising quick wealth, AI-driven certainty, or pressure to act fast. As scams continue to evolve, awareness remains one of the strongest defences against becoming the next victim.
Via Bitdefender
One of the Editors for Tech on the Go, I love covering mobile tech and social media. I also manage the reviews we cover so all the writers stay on my good side!
