How You Can Help Parents Understand Online Scams
Advice for family-facing professionals to respond to the rise of online fraud
From social engineering to AI-generated deepfakes, online scams are evolving rapidly – and families are one of the many targets.
A 2025 report from fraud prevention experts Cifas highlighted that 420,000 UK cases of online scams were reported in 2024, a YoY increase of 13%.
While many parents may be aware of some more familiar digital threats, like phishing emails and fake websites, fewer may be prepared for the sophistication of emerging scams — especially those that exploit children or exploit technologies like generative AI.
A growing concern for families
Our 2025 research found that 14% of young people between the ages of 13 and 18 believe they have been the victim of a scam.
Children and young people can be the gateway to household financial data, through games, social platforms, or digital wallets — making them a valuable target for fraud. They can also be the perpetrators.
At the same time, scams are increasingly sophisticated, using AI-generated voices, deepfake videos, and other social engineering tactics to deceive and bypass safeguards.
This raises the stakes for families — and the professionals supporting them.
What are the scams affecting families?
Impersonation via messaging apps
Scam impersonations of someone a target knows (eg, a family member or friend) are growing on messaging platforms like WhatsApp. They can use profile pictures and deepfake AI-generated voices to increase believability. The scam often involves a fake ‘emergency’ and a request for money. Because of the emotional nature, targets often act without thinking.
Phishing attacks posing as schools or deliveries
Phishing scams can use emails or messages that appear to come from trusted sources (eg, schools, delivery companies, or social media platforms). Parents might receive messages claiming missed deliveries, school absences, or account problems, encouraging them to click a link or input personal data. These can lead to fake websites that harvest sensitive information. These scams are particularly effective due to their urgency and realism.
Fake in-game offers & giveaways
Scams can target children through online games by promoting fake giveaways or exclusive in-game items. These highly-realistic imitations ask a user to click a link or provide login details to claim rewards. Once entered, personal data or account access may be stolen, leading to identity theft or unauthorized purchases.
AI chatbots in scam conversations
Scams using advanced AI chatbots can impersonate game moderators, influencers, or online friends, especially when targeting children. These bots can carry on long, believable conversations designed to build trust and slowly extract personal information. Someone might be asked about their address, phone number, or even encouraged to make payments for fake game items or competitions.
Talking to parents about online scams
Here are some ways you can support the parents you work with to build crucial digital media and financial literacy skills.
1. Build awareness
Knowing about risks is the first step in being able to respond. You might discuss some of the more common online scams (as described above) with the parents you work with. You could ask them to think about what they and their family do online, and therefore where they might be vulnerable. You could also ask them about any experiences or concerns about scams they have for their family.
2. Encourage family discussions
Our research has found that 42% of young people have experienced financial harm online – including scams, and accidental subscriptions or purchases. Some admitted they wouldn’t report it to a parent for fear of losing financial independence or being judged.
Encourage parents to talk openly with their child about online scams and financial mishaps. These conversations can help build early critical thinking around risks and a judgment-free home makes it more likely they’ll overcome fear or embarrassment and ask for help.
3. Talk about careful sharing
Remind parents that imitation websites and fake profiles remain the most common scams. Personal or sensitive information should only be shared if you are absolutely certain the platform is secure and trustworthy. This includes sharing photos, videos, or audio clips in public that could be manipulated. This can be hard for children but encourage parents to help their child think carefully and check if they’re not sure.
4. Pause and check
Encourage parents to help their child pause and check before clicking links or sharing personal information online. If a message or website asks for sensitive details — like passwords or addresses — it’s important children know to check if it’s legitimate, or to ask their parent for help.
This includes unexpected phone calls or voice messages too, which may be attempts to impersonate someone they know. Parents should remind their child that most genuine organisations won’t ask for personal or financial information in a message or call
5. Promote practical security tools
There are many tools on devices and in online platforms to use to help protect against online scams. You should encourage parents to explore these tools with their child and make sure they are set up correctly. These include:
- Setting passwords, PIN codes and screen locks to devices
- Setting privacy controls on online accounts to limit who can see personal and sensitive information (including images or video)
- Enable two-factor authentication wherever available
More resources and support.
You can share our parent guide to dealing with online scams.
Parents can find further information on apps and games in our parent area.
You can also share a short video from our Everyday Digital programme – all about habits to help avoid online rip-offs.
Cifas offers expert guidance on how to recognise and protect against personal fraud, including impersonation scams and identity theft.
Parent Zone and Cifas are partners in the Child Financial Harms programme