The Christmas Scam Wake-Up Call: Insights from ITV and Keepnet’s Live Experiment

The holiday season is a time for joy and celebration, but it’s also a peak period for cybercrime. In 2023, festive scams cost UK shoppers nearly £11 million, with fraudsters preying on holiday cheer to steal personal information.

To raise awareness, ITV partnered with Keepnet and The Security Company International to conduct a live phishing experiment featured on Tonight. The experiment showcased how scammers use deceptive tactics to manipulate individuals into sharing sensitive details.

In this blog, we’ll explore key lessons from the experiment and share actionable tips to protect yourself and your loved ones from holiday scams.

The ITV-Keepnet Experiment: How Scammers Exploit Holiday Cheer

As part of the Tonight segment, ITV and Keepnet ran a live Christmas scam experiment to demonstrate the ease with which cybercriminals deceive unsuspecting individuals. Shoppers were invited to fill out surveys promising free Christmas gifts in exchange for personal information.

What Happened in the Experiment?

In the survey, participants were asked questions about their Christmas shopping habits. However, they also unknowingly provided sensitive personal information, including:

• Date of birth
• Age
• Email address
• Passwords
• Postcodes
• Security question answers

Shockingly, most participants shared this information without hesitation. In the hands of cybercriminals, this data can be exploited for identity theft, hacking, and targeted phishing attacks.

Why did it work?

The experiment demonstrated how scammers effectively manipulate human psychology to extract personal information. Here’s a closer look at the key factors behind its success:

• Emotional Triggers: The promise of free gifts tapped into the excitement and generosity of the season.
• Time Pressure: Limited-time offers created urgency, encouraging hasty decisions.
• Awareness Gaps: Many participants overlooked the risks of sharing personal details, such as birth dates, email addresses, and passwords, in seemingly harmless surveys.

The experiment served as a wake-up call, underscoring how scammers exploit trust and emotional vulnerability during the holidays.

Common Festive Scams to Watch For

During the holiday season, scammers become more creative and aggressive, exploiting the spirit of giving and the rush of online shopping. Being aware of these tactics can prevent you from becoming an easy target. Let’s dive into some common scams below.

1. Fake Gift Offers

Fraudulent emails, texts, or social media ads promoting free gift cards or prizes often lead to phishing sites that steal your data.

2. Counterfeit Online Stores

Scammers set up fake e-commerce sites offering unbeatable deals, tricking victims into sharing payment information.

3. Charity Scams

During the holidays, scammers pose as legitimate charities to solicit fake donations. Always verify the organization before contributing.

4. Delivery Scams

Phishing messages claiming missed deliveries can lead you to install malware or divulge sensitive information.

Practical Tips for Staying Safe

Scammers often rely on simple tricks to deceive people, especially during the busy holiday season when our guard is down. By following a few proactive steps, you can protect your personal information and avoid becoming a victim of holiday fraud.

1. Verify Before You Click

Always double-check the source of emails, ads, or messages claiming to offer holiday deals. Pay attention to small details like typos, strange URLs, or logos that don’t look quite right. If something feels off, it’s best to avoid clicking on it.

2. Be Skeptical of Free Offers

Scammers love to lure victims with promises of free gifts, holiday vouchers, or exclusive prizes. Before entering your details, ask yourself: Is this offer realistic? If it feels too good to be true, it probably is. Free offers often come with the hidden cost of stolen personal information.

3. Use Secure Payment Methods

When shopping online, use credit cards or secure payment services like PayPal. These options offer better fraud protection and make it easier to dispute unauthorized charges. Avoid bank transfers or unfamiliar payment platforms that lack security features.

4. Invest in Cyber Awareness

Educating yourself and your team about common scams is one of the best defenses. Programs like Keepnet’s Security Awareness Training can teach you how to recognize phishing attempts, identify fake websites, and avoid falling for holiday scams. Awareness is key to staying protected.

The Role of Tools in Cybersecurity

The ITV experiment highlights how essential the right tools are for defending against phishing and scams. Keepnet offers a range of solutions to help organizations stay secure, especially during high-risk periods like the holidays:

• Phishing Simulator: Run realistic phishing campaigns to test and train employees.
• Smishing Simulator: Prepare teams to recognize SMS-based scams.
• Vishing Simulator: Train staff to spot voice-based phishing attacks.
• Incident Responder: Automate and speed up responses to security incidents.
• Human Risk Management Platform: Identify vulnerabilities, provide targeted training, and track improvements over time.

Using these tools, organizations can strengthen their defenses, reduce human risk, and stay ahead of cybercriminals.

Stay Vigilant and Enjoy a Scam-Free Holiday

The festive season should be about joy and giving—not falling victim to scams. By staying informed, cautious, and skeptical of suspicious offers, you can enjoy a safe and secure holiday season.

Want to learn more? Watch the full ITV Tonight episode featuring the live experiment by ITV, Keepnet, and The Security Company International for insights on recognizing holiday scams.