Online scams and deepfakes: how to protect yourself

Scams and fraud have been a problem for years, but thanks to new technologies, they are becoming increasingly sophisticated. In particular, deepfake videos and fake audio recordings make it harder than ever to distinguish between real and fake. In December 2024, McAfee conducted a survey among 5,000 people from different countries, and the results reveal the scale of the problem. In this blog, we dive into the numbers and share tips on how to protect yourself.

How big is the problem?

McAfee’s research shows that the average person encounters 12 scams daily. For Americans, that number is even higher, at 14 scams per day. This means you need to stay constantly alert, as scammers use all sorts of methods to steal your money or personal information.

Another worrying statistic: 59% of respondents stated that they or someone they know has been a victim of an online scam. And among those targeted by scammers, 87% reported actually losing money. For 33% of victims, the amount lost was $500 or more.

Deepfakes: the new generation of scams

Deepfakes are hyper-realistic videos or audio recordings created using artificial intelligence (AI). Scammers use this technology to impersonate well-known individuals, as well as your friends, family, or colleagues.

For as little as $5 and in just 10 minutes, scammers can create a convincing deepfake. This makes fraud and identity theft easier than ever. And while not all deepfake videos are used for scams, they are widespread. These are the platforms where most deepfake videos appear, according to American respondents (percentage reported out of total respondents):

• Facebook: 68%
• Instagram: 30%
• TikTok: 28%
• X (formerly Twitter): 17%
• Snapchat: 13%
• WhatsApp: 12%
• Telegram: 11%
• LinkedIn: 6%
• Discord: 5%

Common scams: recognising the signs

McAfee found that people worldwide have reported 25 different types of scams. These are the most common forms of fraud:

• Fake package delivery notification
• Fake delivery status update
• Account verification scam
• Special offer scam
• Fake invoice

Scammers are also increasingly impersonating companies like Apple, Microsoft, and Amazon—or even pretending to be your son or daughter urgently needing money. Scams are becoming more personal and convincing, meaning even people who believe they’d never fall for one can still become victims.

How to recognise a deepfake or scam

Identifying a scam or deepfake isn’t always easy, but here are some warning signs:

• Unrealistic claims – For example, extremely high discounts or promises that seem too good to be true.
• Strange visuals – Watch out for unnatural skin textures, blurry backgrounds, or distorted faces in videos.
• Suspicious website links – Check if a link directs to an official website. Look for correct domains (e.g. amazon.com, not amaz0n.biz).
• Overly polished images or videos – Deepfakes can sometimes look too perfect.
• Unnatural voices – If a video has a robotic or mismatched voice, be cautious.
• Lip-sync issues – If the mouth movements don’t match the words, it could be a deepfake.
• Branding inconsistencies – Do the logos, colours, and styles in an email or video match the company's real branding?

Tips to protect yourself

Fortunately, you can take a few simple steps to reduce the risk of falling victim to scams:

• Think before you click – Carefully check links and emails before clicking on anything.
• Be extra cautious on social media – Scammers use fake accounts to deceive people.
• Check videos for glitches and distortions – Especially in the eyes, teeth, or edges of the face.
• Listen carefully to voices – Does someone suddenly sound different than usual? Be sceptical.
• Use security software – Good antivirus software can help detect and block suspicious files or websites. Especially software with Scam Protection, like McAfee+ Premium.

Stay vigilant and protect your data

Online scams are a growing problem and are becoming increasingly sophisticated. Deepfake technology makes it easier for scammers to impersonate others, leading many people to fall victim—even as awareness rises.

By taking the right precautions and staying alert to suspicious messages, you can reduce the risk of becoming a victim. Want even better protection? Consider reliable security software like McAfee+ Premium, which detects and blocks suspicious activity.

This blog is based on McAfee’s research. For more information, check out the PDF: The State of the Scamiverse.