They grew up online, but that’s exactly why fraudsters are targeting them – and it’s working
I spend my days investigating scams, speaking to victims and tracking the latest fraud trends for MoneyMagpie.
And right now, one pattern is impossible to ignore. The people losing money aren’t who you think.
For years, we’ve been told that older generations are the most vulnerable to scams. But from what I’m seeing – both in the data and in real life – it’s increasingly Gen Z who are being targeted, caught out and losing money .
Not because they’re careless. But because scams have evolved to look exactly like their everyday lives.
Gen Z aren’t just being targeted – they’re losing out
This is the part that should make everyone sit up. Younger people aren’t just seeing more scams – they’re more likely to lose money when they do.
Research shows that 49% of Gen Z targeted by scams end up losing money , compared to just 32% of Baby Boomers.
At the same time, exposure is huge. Around 64% of Gen Z say they’ve been targeted by scams , far higher than older groups.
And it’s starting alarmingly early, with nearly half of children aged 8–17 already experiencing online scams . This isn’t a future problem. It’s already happening.
The real problem? They think they’re too smart to fall for it
One of the biggest things I hear when covering scams is: “I’d never fall for that.” But confidence is exactly what fraudsters are exploiting.
Gen Z are far more likely to engage with scam messages – often believing they can spot the danger before it’s too late. In reality, that split-second interaction is all scammers need.
Scams don’t look like scams anymore
This is where things have changed dramatically. The scams I see now aren’t obvious dodgy emails or badly written texts. They are:
- Instagram shops that look completely legitimate
- TikTok ads promoting “investment opportunities”
- Messages that appear to come from friends
- Influencer-style recommendations that feel authentic
- Job offers that look like real career opportunities
In other words, scams now blend seamlessly into social media feeds, inboxes and everyday online behaviour. For Gen Z, spotting them is no longer straightforward – even if you’re digitally savvy.
AI has made it even harder to tell what’s real
If this all feels more sophisticated, that’s because it is. Fraudsters are now using artificial intelligence to create:
- Convincing fake voices and videos
- Highly personalised messages
- Scam websites that mirror real brands perfectly
UK fraud is at record levels, with hundreds of thousands of cases reported each year – and a growing proportion driven by AI-powered tactics. Even people who know about scams are struggling to spot them.
Why Gen Z are the perfect target
From everything I’ve seen through MoneyMagpie and my own reporting, this isn’t random. Scammers are deliberately targeting behaviours:
- Constant time spent online
- Quick decision-making and FOMO
- Trust in social platforms
- Comfort engaging with strangers digitally
Put simply: scams now look like normal life. And that’s why they’re working.
The scams catching young people out right now
The biggest risks I’m seeing right now include:
- Investment and crypto scams promising fast returns
- Fake reselling deals on trainers, tickets and tech
- “Easy money” job offers and side hustles
- Messages from hacked friends asking for help
- Romance and sextortion scams targeting students
Many start casually – a follow, a DM, a recommendation – before escalating quickly.
How to actually protect yourself
This isn’t about being “more careful”. It’s about changing how you respond. Here’s what really makes a difference:
Slow down
If something feels urgent, that’s your warning sign.
Don’t trust what looks polished
Scams are now professionally designed.
Verify outside the platform
If a friend messages you, check another way.
Be wary of social media investments
If it’s in your feed, treat it with caution.
Protect your accounts
Account takeovers are rising fast – use strong passwords and two-factor authentication.
The bottom line
The idea that Gen Z are too tech-savvy to be scammed is outdated – and dangerously so.
From what I see every day, they are now on the front line of a new wave of fraud – one built around social media, psychology and increasingly, artificial intelligence.
And unless we start recognising that, they’ll continue to pay the price.
