[DECODED] They told us how to spot scams. Why are we still getting duped?

Before scams became a common topic on social media, I didn’t realize that some links in text messages could be harmful.

One day, while waiting for a delivery, I received a message claiming to be from the courier. It said my parcel was delayed and asked for more information to “expedite” the process. The link they sent led to a site that looked just like a legitimate delivery service. Since it matched my situation so well, I went ahead and filled out the form.

Once they asked for my credit card number, I stopped answering the form altogether.

It took me a few months to realize I had nearly fallen for a phishing scam. The timing worked perfectly in their favor. Fortunately, I didn’t share any sensitive details.

But the thing is, I always thought I understood what phishing was. I’d read about it in the news and seen posts on social media. But facing it myself was different. What saved me was not what I knew or got trained for, but gut instinct.

These days, Filipinos are quick to educate one another about scam tactics. Businesses, government agencies, law enforcement, and ordinary users all play a role in raising awareness. Even with these efforts, scams continue to succeed.

Simply relying on awareness campaigns creates an unfair burden, as individuals are expected to outsmart coordinated scam operations. And when someone does get scammed, there’s often no means to exact accountability or get support. 

Scammers are also no longer using simple tricks. Many now employ sophisticated tactics and tools, including AI, to make their schemes more convincing and harder to spot (like this viral post about AI-generated bank transactions).

What’s needed are systemic solutions for what has become a systemic problem.

To understand who is leading online discussions on scams, we at The Nerve analyzed public Facebook posts from the last six months that mentioned scams or fraud.

Government agencies actively share tips, but their efforts fall short

The Nerve’s scan showed that government agencies are some of the most active in sharing warnings.

The Philippine National Police (PNP) Anti-Cybercrime Group stood out, frequently posting about scammer arrests and tips for avoiding online threats. Local PNP pages also contributed by offering advice and promoting cybersecurity seminars.

The Bangko Sentral ng Pilipinas (BSP) also educated users on how to protect their accounts. They shared tips on securing one-time passwords and identifying phishing, spoofing, and romance scams. While BSP posted less frequently than other agencies, their messages were often reshared by banks and fintech platforms, broadening their reach.

Yet, the efforts of these agencies are often disjointed and uncoordinated. Each page posted its own tips and updates, but there was no central platform or unified campaign that consolidated them.

As a result, the public received fragmented messaging. Vital information may be missed, especially by users who don’t follow specific agency pages or who rely on secondhand shares.

Facebook users would also criticize the government for not doing enough to curb scams. Mandatory SIM registration, for instance, was intended to reduce scam activity, but many believe it had little effect.  Users reported continued receipt of scam messages despite registering their numbers, raising questions about the law’s effectiveness in addressing the root problem.

Government hotlines set up for reporting scams have received criticism. People described them as difficult to use, with limited hours, rigid requirements, and little follow-through. Users also noted the lack of clear mechanisms for submitting evidence or receiving updates on their cases. These shortcomings contributed to a growing sense of public dissatisfaction.

While government agencies have clearly made efforts to raise awareness, their current approach leans heavily on broadcasting warnings, rather than offering streamlined, user-friendly systems for protection and recourse. Without stronger coordination and infrastructure, even the best tips and reminders may struggle to create real impact.

Businesses, influencers, and netizens hold scammers accountable

Businesses were also among the most active voices in scam-related discussions. 

Many used their platforms to warn customers about fake accounts impersonating their brands. These efforts were especially common in the context of e-commerce and online selling, where scams can severely damage a seller’s reputation or result in financial loss. (READ: [DECODED] When scammers strike, brands swim in treacherous waters)

To protect themselves and their customers, businesses often posted notices exposing scammers. They shared screenshots of fake profiles, issued public warnings, and included precautionary tips in their product posts. Some sellers even detailed what to watch out for and how buyers could verify legitimate accounts.

Influencers and public figures were not exempt from being impersonated, either. 

Many prominent individuals on Facebook publicly called out accounts that used their names or images to deceive others. These posts served both as warnings and as evidence of how widespread the problem has become.

Netizens also responded in a range of ways. 

Some shared angry or frustrated posts, but they rarely blamed specific companies or platforms. Instead, they described how they were targeted and scammed, offering a step-by-step account of the experience. These personal stories often aimed to raise awareness and help others avoid similar traps.

Scams have become so prevalent that, in the most Filipino way possible, some users turned to humor as a coping mechanism. Memes and jokes about being scammed went viral — some users poked fun at their own missteps, while others mocked scammers themselves.

The word “scam” has also taken on broader, everyday use. People now apply it not only to fraud but also to situations where they feel cheated or disappointed, such as receiving poor-quality products or services that didn’t match expectations.

However, these community-led responses are mostly reactive. Calling out scammers may not always lead to consequences, especially in the absence of strong enforcement from tech platforms. And while memes and jokes provide emotional relief, they don’t necessarily contribute to long-term scam prevention.

What can be done?

There are a few standard tips anyone can follow to avoid being scammed. Don’t trust links right away, make sure to check official channels, and be wary of the data and personal information you disclose.

But despite all the efforts to spread awareness, from public warnings to community-driven education, scams remain a persistent threat. People continue to be impersonated, financially exploited, and emotionally manipulated.

While sharing tips, recounting personal experiences, and calling out scammers are valuable, they are ultimately reactive measures. These approaches often rely on the assumption that individuals can detect scams on their own.

• The first step is recognizing that passive awareness is not enough. Companies, agencies, and organizations need to adopt a proactive stance. This includes developing internal protocols for detecting scams early, ensuring their communication channels are secure, and responding quickly to threats.
• Because scams also affect a wide range of industries, collaboration is essential. Multi-sector coordination between government, private businesses, and civil society is necessary to create a unified front against fraud.
• The media also plays a crucial role. In April, Rappler launched its #ScamAlert campaign, not just to report on scams but to encourage joint action. The initiative included a forum with public sector partners to explore long-term, collaborative approaches to scam prevention.
• Consistent and forward-looking monitoring is equally important. Being able to detect scam trends before they explode into full-blown crises gives communities a fighting chance. At The Nerve, we provide data forensics solutions to help industries and public institutions analyze online conversations, spot early warning signs, and safeguard their reputation and users.

The stakes are high. Scammers don’t just steal money but erode public trust, damage livelihoods, and undermine confidence in digital systems. This is particularly dangerous in a society already struggling with low levels of trust in institutions.

But recent developments do offer some hope. The government has taken steps to dismantle scam hub operations, and the Bangko Sentral ng Pilipinas recently issued the implementing rules for the Anti-Financial Account Scamming Act. This law is designed to identify and block financial accounts linked to suspicious activity. 

These are promising moves in the right direction. But progress will depend on how well stakeholders coordinate, how consistently they act, and how seriously they take the threat. — Rappler.com

Decoded is a Rappler series that explores the challenges and opportunities that come with living in transformative times. It is produced by The Nerve, a data forensics company that enables changemakers to navigate real-world trends and issues through narrative and network investigations. Taking the best of human and machine, we enable partners to unlock powerful insights that shape informed decisions. Composed of a team of data scientists, strategists, award-winning storytellers, and designers, the company is on a mission to deliver data with real-world impact.