Londoners have reported the biggest rise in scam attempts of any UK region over the past year, according to research from emerchantpay. The payment provider found that 58% of people in the capital had seen an increase.
The findings point to a sharp rise in personalised fraud on social media. Some 43% of Londoners said they had been increasingly targeted over the last 12 months, compared with a national average of 34%. The figures reflect the growing use of social platforms for fake ticket sales, bogus holiday offers and sham investment promotions.
The research also suggests people in London may be less cautious than the wider UK public when buying through social channels. While 68% said they avoid purchases from links shared on social media because of fraud concerns, that was below the UK average of 75%.
Reporting gap
Reluctance to report lower-value fraud also emerged as a theme. Nearly a third of Londoners, or 29%, said they would not report losing less than £100 to a scam, compared with 17% of UK adults overall.
That hesitation appears to be linked partly to concern about social stigma. Just over half, or 51%, said they worried about being judged if they fell victim to fraud, while the national average was 39%.
The figures come as payment fraud remains a major financial issue in the UK. Recent data from UK Finance showed criminals stole almost £1.3 billion through payment fraud during 2025.
AI concerns
Respondents in London also pointed to a shift in the nature of scams, not just their volume. Almost six in ten, or 57%, said artificial intelligence is making scam attempts harder to identify, while 66% said scams are becoming more convincing.
The data adds to wider concerns across retail and payments that generative AI is lowering the barrier for fraudsters to produce tailored messages that resemble genuine offers. Criminals can now mimic trusted brands, create persuasive copy and target consumers in the online spaces where they already spend time.
For retailers, that creates twin pressure: the direct risk of fraudulent transactions and chargebacks, and the broader risk that consumer confidence weakens if shoppers no longer trust links, offers or payment journeys tied to online purchases.
Emerchantpay urged businesses to improve customer protections and payment security as scams become more targeted. It argued that merchants need to make secure payment methods and anti-fraud measures visible to preserve shopper trust.
Alexander Berrai, Deputy CEO at emerchantpay, said: "The growing sophistication of scams, particularly those enhanced by AI, is creating new challenges for consumers and businesses alike. Fraudsters are becoming increasingly effective at creating convincing and personalised communication that can be difficult for Londoners to distinguish from legitimate offers."
He added: "Whilst consumers must stay alert to the latest scams and avoid unnecessary risks, retailers must also ensure they are enhancing consumer protections and keeping shoppers safe."
Berrai said businesses should respond by implementing secure payment options and robust anti-fraud tools to maintain customer trust, boost sales and support long-term growth.
The survey was conducted by Opinium among 2,000 UK adults and weighted to be nationally representative. Within that sample, London stood out not only for the scale of the reported increase in scam attempts, but also for higher levels of exposure to personalised social media fraud and a greater unwillingness to report smaller losses.
Taken together, the figures suggest the capital is becoming a focal point for more tailored digital fraud at a time when consumers already believe scams are getting harder to spot. Almost six in ten Londoners said they had seen more scam attempts over the past year, the highest share recorded among UK regions.