Protect yourself from online scams: 12 patterns and the counter-move for each

Pattern 1 — The 'too many perfect reviews' shop

A brand-new site with 400 five-star reviews, all posted within 30 days, all with the same sentence rhythm. Counter-move: sort reviews by oldest first. If the shop is less than 6 months old and every review is 5 stars, close the tab.

Pattern 2 — Paid-for review inducement

A seller offers a refund, a gift card or a free product in exchange for a 5-star review. This is illegal under the UK DMCC Act 2024 in most cases and always distorts the rating. Counter-move: report the message to the platform with a screenshot, then leave an honest review yourself.

• Screenshot the offer before responding
• Never delete a truthful negative review for compensation
• Report the seller to the platform and to CMA if UK-based
• Warn other buyers in a public follow-up review

Pattern 3 — Marketplace 'move off-platform'

A seller asks you to complete the purchase over WhatsApp, email or bank transfer to 'save on fees'. Off-platform means no buyer protection, no dispute path, no refund. Counter-move: refuse, complete on-platform, and report the request.

Pattern 4 — Delivery-fee phishing

A text or email claims a parcel is held pending a £1.99 delivery fee. The link harvests card details for full-limit fraud. Counter-move: never pay from a message; check the courier's own tracking page directly.

Pattern 5 — Fake customer support

A search-ads result for 'PayPal support' or 'Amazon help' points to a scam call centre. They will ask for remote access and 'test' transactions. Counter-move: only reach support through the app or logged-in site, never via search ads.

Pattern 6 — Investment 'guaranteed returns'

A social ad promises 8–15% monthly returns from crypto, forex or property. Guaranteed returns above the base rate are impossible. Counter-move: check the FCA register; if the firm is not authorised, walk away and report to Action Fraud.

Pattern 7 — Romance-to-crypto handoff

A dating-app match steers conversation toward a 'trading platform' they use. Counter-move: any online relationship that introduces a money-making opportunity is a scam. No exceptions worth the risk.

Pattern 8 — Recovery scam

After a first scam, a stranger contacts you claiming they can recover the money for a fee. Counter-move: legitimate recovery is free through your bank and the police. Anyone asking for an upfront fee is a second attacker.

Pattern 9 — HMRC / DVLA impersonation

SMS or voicemail threatens arrest over unpaid tax or fines. HMRC will never demand payment by SMS, gift card or bank transfer. Counter-move: hang up, call HMRC on the number from gov.uk, never a number in the message.

Pattern 10 — Job-offer money mule

A remote 'payment processor' role asks you to receive funds and forward them. This is money laundering; you carry the criminal liability. Counter-move: refuse, close the account, and report to Action Fraud.

Pattern 11 — QR-code sticker overlays

Scammers stick their QR code over a legitimate one on parking meters, menus and posters. Counter-move: type the URL manually if payment is required; check the sticker for tampering.

Pattern 12 — AI voice-clone family emergency

A caller sounds exactly like a relative asking for urgent bail or medical money. AI voice-cloning needs 3 seconds of audio. Counter-move: agree a family safe-word today; verify by calling the relative back on their known number.

The one habit that stops most of these

Add a 24-hour rule to any payment, transfer or gift-card purchase requested via message, call or ad. Real emergencies survive 24 hours; scams do not. This single habit prevents the majority of losses our fraud team sees.