Check social media ads for scams before clicking or sharing data

Social media users face a significant risk of financial loss and data theft through fraudulent advertising. According to research published by ESET, nearly one trillion scam ads were served to users in Europe in 2025. These advertisements generated an estimated £3.8 billion in revenue for the platforms hosting them. The study highlights that trusting the social network itself does not protect users from the malicious content displayed within their feeds.

How do these scams reach my feed?

Fraudulent advertisements have existed alongside the advertising industry for decades. Today, they appear in social media feeds, mobile apps and search results that users access daily. The platforms themselves can inadvertently assist scammers by providing tools that generate ad copy, images and video. These tools also optimise who sees the advertisement, regardless of whether the content is legitimate or fraudulent. This automated process allows scams to reach targeted audiences efficiently.

What types of scams are most common?

ESET identifies several common tactics used in these advertisements. Some ads impersonate legitimate companies to direct users to phishing sites that mimic real versions. Others offer limited-time deals on goods to create urgency. Investment opportunities, particularly in cryptocurrency, are frequently advertised with promises of high returns and no downside. Fake customer support for banks and fake security warnings claiming device infection are also prevalent methods used to trick victims.

Why are social media platforms the main risk?

Social media sites present the biggest risk to consumers. Nearly thirty per cent of people who reported losing money to a scam last year said the incident began on social media. While scam ads appear on search engines, e-commerce marketplaces and video sites, the social context makes them more persuasive. Users often trust the platform hosting the ad, which lowers their guard. This trust allows scammers to harvest personal information or steal money more effectively than on other channels.

What is the regulatory response?

The US Federal Trade Commission asked in September whether platforms should be required to stop impersonation scam ads from reaching consumers. The agency is concerned about ad tools that help build these scams. In Europe, banks argue that social media platforms should do more to police content and compensate victims. Currently, social media companies in the US are not legally bound to compensate victims, despite profiting from the ad revenue. The FTC is at the earliest stage of rulemaking to potentially force platforms to vet advertisers.

What affected people can do

Users should treat every advertisement on social media with caution, regardless of the platform's reputation. Before clicking, check the URL of the landing page for misspellings or unusual domains. Verify the legitimacy of the company by searching for independent reviews or contacting them through official channels. Be wary of ads creating urgency or promising unrealistic returns. If you have already clicked, monitor your bank statements and credit reports for unauthorised activity. Report suspicious ads to the platform immediately to help protect others.

What to do and how to stay safe: ESET

• Verify the advertiser's identity by checking for official contact details and independent reviews before engaging.
• Inspect the destination URL for subtle misspellings or non-standard domains that indicate a phishing site.
• Avoid clicking on ads that demand immediate action, offer unrealistic financial returns or request personal data.
• Enable two-factor authentication on financial and social media accounts to reduce the impact of stolen credentials.

Step-by-step guide: Is It Safe to Use Password Managers? The Real Risks and Rewards

General security guidance from the DarkWeb Dispatch newsroom. It is not confirmed advice from the organisations named in this story.

Frequently asked questions

How much revenue do scam ads generate for platforms?

In Europe, scam ads generated an estimated £3.8 billion in revenue for platforms in 2025.

What percentage of scams start on social media?

Nearly thirty per cent of people who lost money to scams last year said it started on social media.

Is the US FTC forcing platforms to remove scam ads?

The FTC is considering rules to force platforms to vet advertisers and remove fraudulent advertising, but is at the earliest stage.