Investment scams top UK search trends as over 2 million fall victim
Recent analysis of online search behaviour in the United Kingdom has revealed that investment scams are currently the most searched-for scam, according to findings from AMLTRIX using Google and Ahrefs data.
The research found that investment scams topped the list in two out of the four UK regions and recorded an average of 6,470 monthly searches, equivalent to over 77,000 searches annually. In these scams, typically involving Ponzi or pyramid schemes, victims are enticed with alleged high returns on misleading information, and the fraudsters often disappear with the funds. Nowadays, these scams increasingly involve cryptocurrency or real estate investments.
Lottery scams emerged as the second most searched-for category, with 4,660 average monthly searches. In the UK, such scams commonly exploit the reputation of well-known brands, such as the National Lottery, prompting near-monthly warnings about fraudulent activity. These schemes typically require victims to pay an upfront fee under the false pretence of having won a lottery prize.
Phishing scams ranked third, with 4,450 average monthly searches. This form of cyberattack involves criminals impersonating trusted organisations like banks to trick individuals into divulging sensitive personal and financial information. Marketplace scams, often linked to platforms such as Facebook Marketplace and eBay, were the fourth most searched at 4,400 monthly searches on average. These frequently involve scammers establishing fake storefronts or posting fraudulent listings that do not result in goods being delivered.
Blackmail scams were the fifth most commonly searched, with an average of 3,580 monthly searches. These scams involve threats to release compromising information or images unless the victim pays a ransom, typically via email or social media. There has been a recent surge in such cases especially in Lincolnshire and Northern Ireland, leading to public warnings from local police services.
Regional differences
The AMLTRIX data identified regional variation in scam interest. In England and Northern Ireland, investment scams led search volumes, while in Wales and Scotland, lottery scams were the most frequently searched. Across the regions, phishing, marketplace, and blackmail scams also consistently ranked among the top five scam types.
Romance scams, where fraudsters build deceptive relationships to coax money from victims, appeared in Northern Ireland's top five but did not feature as prominently elsewhere. The analysis utilised search trends from October 2024 to October 2025, leveraging terms related to popular scam types across each UK region.
Victim numbers
Analysis of UK Finance data, also conducted by AMLTRIX, indicates that at least 2.09 million individuals in the UK were victims of scams in the first half of 2025 alone. This figure reflects only reported incidents, suggesting the true scale may be substantially higher. Fraud-related crime remains a significant concern, affecting consumers from all demographics and regions.
"These patterns track with what we're seeing across the UK: fraudsters are leaning on trusted local brands and social platforms to social-engineer victims, then sprinting the proceeds through mule accounts before institutions can react. With AI becoming more advanced and cryptocurrencies becoming more widely available, catching scammers will fall more on the shoulders of banks, fintechs and law enforcement agencies worldwide. While these scams may seem small on their own, they feed a massive river of criminal money that must be laundered. If we can prevent money laundering, it will prevent a lot of scams, and vice versa."
Gabrielius Erikas Bilkštys, Anti-Money Laundering Specialist and Founder of AMLTRIX, provided this assessment of the trends uncovered in the analysis.
Consumer protection
The release of these findings has prompted reminders to the public about steps that can be taken to avoid falling victim to scams. Recommendations include treating unsolicited offers with caution, especially those that promise high returns or request up-front payments. Individuals are urged never to provide sensitive information, such as banking or password details, if pressured by communications purporting to be from legitimate organisations. Additionally, victims of blackmail are asked not to submit to demands for payment.
Those who suspect they have been targeted by a scam are encouraged to report incidents to Action Fraud, either online or via telephone, to ensure information is logged and passed to the National Fraud Intelligence Bureau. Scottish residents are advised to contact Police Scotland directly.
Methodology
The data on scam-related searches in this research was compiled using Google Keyword Planner and Ahrefs, examining search terms for various scams across English, Welsh, Scottish, and Northern Irish regions between October 2024 and October 2025. The study aimed to map the digital threats that are of most concern to UK internet users, providing insight into evolving patterns of criminal behaviour online.
The full ranking of scam types by region is as follows: in England, investment, lottery, phishing, blackmail, and marketplace scams comprised the top five; in Wales, the order was lottery, investment, phishing, marketplace, and blackmail; Scotland saw lottery, phishing, investment, marketplace, and blackmail as its leading categories; while Northern Ireland's top five were investment, lottery, marketplace, phishing, and romance scams. For the UK overall, investment, lottery, phishing, marketplace, and blackmail were the most searched-for scams.
