We've all been there: an email lands in your inbox, a text pings on your phone, or an unexpected call comes through. At first glance, it might look legitimate, but something just feels… off. These "phishy" messages are the bread and butter of cybercriminals, and a new warning from Action Fraud urges everyone in the UK to keep reporting them. The good news? You've already reported a whopping 41 million of them!
Action Fraud, the national reporting service for fraud and cybercrime, has revealed some eye-opening insights. The most impersonated industries in these sneaky phishing attempts are streaming services, tech companies, and telecommunication providers. On top of that, criminals are also trying to pose as various UK government schemes. It just goes to show how quickly scammers adapt their tactics to whatever's relevant.
Why Reporting Matters: Over 27,000 Scams Removed!
Action Fraud has launched a new phishing awareness campaign, and the core message is clear: be suspicious and report everything that looks dodgy. And it's not just emails. Those annoying spam calls and suspicious text messages? You can report those too!
For texts, simply forward them to 7726. This free service, offered by all mobile network providers, is incredibly powerful. By forwarding these messages, you're not only helping to remove scam websites but also enabling networks to block the numbers sending these scam texts. Between April 2020 and April 2025, over 27,000 scams were taken down thanks to reports via 7726. That's a huge win!
The Experts Weigh In: We're All Targets
Superintendent Amanda Wolf, Head of the National Fraud Intelligence Bureau at the City of London Police, highlights just how sophisticated these scams have become. "We know it can be difficult to spot fake messages or tell if a call is genuine," she explains. "Criminals can change tactics fast and use the technology available to constantly create genuine looking emails and messages or facilitate calls that feel authentic - all designed to trick us and try and steal personal and financial information."
But every report makes a difference. "Every phishing email reported helps us gain a better understanding of the tactics being used and enables us to tackle it head on by identifying malicious URLs trending in phishing emails and texts - they can be taken down and disrupted, preventing further activity," says Superintendent Wolf. The more reports, the more people we can protect. Her advice is simple: "Don’t get caught out, Stop, Think Fraud, and make sure you report suspicious-looking emails or messages if you receive them."
What Exactly ARE These Scams?
You might have heard terms like 'phishing,' 'smishing,' or even 'quishing.' These all refer to the same basic scam: criminals using fake emails, text messages, QR codes, or phone calls to trick you. Their ultimate goal? To get you to click a malicious link, scan a fraudulent QR code, or divulge personal and financial information on a fake but genuine-looking website. They'll often impersonate well-known brands or organisations you already trust, like your bank or a utility company, to make their scams even more convincing.
Sarah Lyons, NCSC Deputy Director for Economy and Society Resilience, commends the public's vigilance: "Since 2020, over 41 million phishing attempts have been reported to the Suspicious Email Reporting Service — a powerful sign that the public is staying alert to online threats, helping to protect themselves and others." However, she stresses that "cyber criminals aren’t giving up - they’re constantly finding new ways to trick people." That's why staying alert is crucial.
How to Protect Yourself: Stop, Check, Report!
The key to not getting hooked is to STOP, CHECK, and REPORT.
For Suspicious Emails:
STOP! Break the contact: Don't reply, click any links, call any numbers, or make any payments.
Check if it's genuine: Contact the organisation directly using a phone number or email address you know is correct (e.g., from a utility bill, their official website, or the back of your bank card). You can also call 159 for banks.
Forward it: Before deleting, forward the email to report@phishing.gov.uk.
For Suspicious Text Messages:
STOP! Break the contact: Don't reply, click any links, call any numbers, or make any payments.
Check if it's genuine: Contact the organisation directly using a known, correct number or email address.
Forward it for free: Forward the message to 7726.
For Suspicious Phone Calls:
STOP! Hang up.
Check if it's genuine: Contact the organisation directly using contact details you know are correct (e.g., from a utility bill, official website, or the back of your card). Remember, you can call 159 for your bank.
Don't trust the Caller ID: It's easily faked.
Report it: Send a text to 7726 with the word "call" followed by the scam caller’s number.
What if You've Been Scammed?
If you've unfortunately lost money or provided financial information as a result of a phishing scam, notify your bank immediately. Then, report it to Action Fraud at actionfraud.police.uk or by calling 0300 123 2040. If you're in Scotland, call Police Scotland on 101.
For more excellent advice on how to protect yourself from fraud, visit the Stop Think Fraud campaign website: https://stopthinkfraud.campaign.gov.uk/
Let's keep up the great work, UK! Every report helps make the internet a safer place for everyone.
