Communication Guidelines for Organisations when Raising Awareness of Scams and Fraud
Background
The role of the independent Older People’s Commissioner for Wales (OPCW) is to protect and promote the rights of older people living in Wales. Stopping the abuse of older people in Wales in all its forms is a key priority for the Older People’s Commissioner.
The Commissioner has spoken to many older people who are worried about the risk of scams. Any person, of any age, can be a victim of a scam. However, research shows that due to their circumstances (increased care needs or feelings of loneliness and social isolation, for example), some older people are at an increased risk of scams i. Evidence from National Trading Standards indicates that over half of people over the age of 65 have been targeted by scammers ii. Similarly, Age UK found that over 5 million people over the age of 65 in the UK believe they have been targeted by scammers iii and that an older person typically becomes a victim of fraud every 40 secondsiv. The consequences of financial scams can be especially damaging for an older personv.
In October 2023, the Older People’s Commissioner for Wales, in conjunction with Dyfed Powys Police, held a roundtable to explore the types of scams affecting older people. Participants
discussed the impact of scams; the societal ‘conditions’ lending themselves to the activities of scammers (the ‘cost of living crisis’ and closure of high street banks, for example), and the actions
needed to ensure that older people were protected from scams. It was agreed that there is a need to raise awareness of scams among older people and the OPCW ran a small, social media
campaign on the build up to the Christmas 2023 period. The discussions also led to another important piece of work. Participants noted that whilst there are now many different scams-awareness-raising materials available, there has been very little work to evaluate their impact from the perspectives of older people. Work was conducted with older people’s groups across Wales, to gather their views on the effectiveness of existing scams resources.
The Sessions
The sessions took place between January and July 2024, with seven groups of older people across different parts of Wales. The groups were carefully chosen to reflect the diversity of older
people in Wales, including a range of men, women, Welsh speakers and Black, Asian and minority ethnic older people. In total, around 180 older people were involved in this project, and the Commissioner is very grateful to all of those who took part. The older people within these groups were presented with scams awareness raising materials, in a variety of formats (for example
leaflets, newsletters, booklets, and social media posts). Comments were sought on topics including the length of the resource, the imagery, and the language used to talk about scams. The value of other ways of sharing information – for example, through face-to-face discussion groups – was also considered.
The work affirmed the timeliness and importance of raising awareness of scams among older people. Participants across all groups were very engaged and were keen to talk about scams;
wanting information to understand the tactics used by scammers, and what they could do to protect themselves from scams. Within all sessions there were older people who had either directly experienced a scam, or who knew of someone who had been scammed.
Based on the discussions within the sessions, some ‘good practice’ principles were identified. These will be useful for organisations to consider when raising awareness of scams among older people.
Points to Consider when Communicating with Older
People about Scams
- Older people are not a homogeneous group and have diverse needs and preferences when it comes to information provision. Information should be provided in a range of different formats when seeking to raise awareness of scams and fraud.
- Organisations may take advantage of the efficiencies of the internet / social media to raise awareness of scams and fraud. However, it must be remembered that significant numbers of older people in Wales do not use digital technology; – 31% of over 75s in Wales, do not
have access to the internet at home vi. Information should also made available by other means (through printed materials, for example). Work by the OPCW shows that there are several reasons why older people may not use digital technology; this may include a lack of motivation or confidence, or concerns about the affordability of digital technology vii. Some older people believed that their use of digital technology would increase their risk of scams.
Anxieties around scams may therefore increase resistance to engage with digital technology.
Written Materials
There was a very mixed response from older people regarding the importance of written information to raise their awareness of scams. Some older people were keen to receive written information about scams; others were not. Even among those older people who valued written materials, certain factors made a document more likely to be read.
The Length of the Document
A range of materials of varying lengths (some were one or two pages long, others had more than 50 pages) were presented to older people as part of the discussion sessions. The clear message was that written information should be short and succinct. Older people did not want lengthy booklets or documents to read, emphasising that they would not engage with lengthy materials. The consensus was that documents should only be a page or two at most, in length.
Language
There were several issues raised in relation to the ‘language’ of awareness-raising materials:
- When trying to raise awareness of scams and fraud, it is important to use terminology that older people find familiar and relatable. There can be concerns about using the word ‘scam’ when talking with older people – the word ‘scam’ perhaps minimises the seriousness of the crimes of those who set out to defraud older people. However, older people were clear that ‘scam’ was a word that was both recognised and understood.
- Older people told us that information about scams should be easy to read; materials should not be overly complex or contain jargon. Older people were ‘put off’ reading text that was complex and confusing.
- It was also important to consider the language(s) spoken by the older people within a target community (some participants spoke Welsh as a first language, for instance; others spoke Arabic or Urdu). These older people said that they would be likely to read written information if it were available in their first language. Some older people talked about how difficult it could be to understand information, when it was only available in English.
- The language used to describe the experience of being scammed needs careful consideration. Research shows that many older people worry about being blamed or being
held responsible for being scammed and, as a result, do not disclose their experiences.viii Conversations within the sessions showed that many older people experience feelings of embarrassment and shame if they have been scammed. It was not uncommon for people to feel responsible for what had happened; feeling angry at themselves and believing that they should have ‘known better’. Awareness-raising materials should challenge the stigma associated with scams; emphasising that any person, of any age can be affected by scams and that scammers use highly sophisticated methods to manipulate and take advantage of their ‘target’. It is important to avoid using words like “duped” when talking about scams; such language may suggest that a victim has been gullible and is somehow at fault for being scammed. - Older people were sometimes unaware that they could be scammed in languages other than English. Some Welsh-speaking participants were unaware, for example, that
scammers might work through the medium of Welsh. It is important that this is highlighted within awareness-raising materials, to enable older people to protect themselves from scammers.
Imagery
- There were few comments on the use of visual imagery within written materials. However, some older people said that they preferred brightly coloured materials which contained images, to break up the text. Care should be taken when using pictures and images. Some older people who did not speak English as a first language said that if the image was unclear or ambiguous in its meaning, this could make it harder for them to understand the written text. Visual imagery should therefore add to and complement written information to aid understanding.
- Some older people said that they liked the use of humour within resources. However, it is important to avoid imagery, which might contribute to ‘victim blaming’ (which suggests that those who are ‘scammed’ are gullible, have been ‘tricked’ and should have known better). It
is also important to avoid imagery which stereotypes older people, and which is therefore ageist in its messaging. The Centre for Aging Better has a helpful image library, which
provides images of positive ageing ix. - The topic of whether older people would be more likely to trust written information if it was produced by certain organisations such as the police, or a known voluntary sector organisation, was explored. Some older people said that they would be more likely to trust information if, for example, it was marked with a police logo. However, across the groups participants also spoke of their anxieties around trusting written information – a written document could itself be a scam. Fearing the authenticity of written information was a major reason for some older people not engaging with it – some stated that if anything came
through their door, they would simply “put it in the bin”. An important finding of this work was the need for other ‘preparation’ activities ahead of distributing written materials. Several older people said that they would be more likely to engage with written information, if they
were expecting it. It was suggested that information via television or radio could be used to supplement written materials and would help increase engagement.
Face-to-Face Sessions
The older people involved within this work felt that face-to-face conversations about scams, were a very good way to raise awareness. However, they were also very aware that there
are many older people who either did not wish to or are unable to attend group discussions. For this reason, it is important that those in contact with older people, are able to provide information about scams. It is vital that older people trust those providing this information – it was suggested that Police Community Support Officers (PCSOs) played an important role
in providing information, as well as those engaged with ‘Neighbourhood Watch’, for example.
General principles:
- The older people engaged within these sessions had a broad awareness of the different types of current scams but also understood that scams were constantly changing (and that scammers would take advantage of current ‘issues’ to increase their deception). These older people therefore felt that whilst it was helpful to have some information on the types of scams ‘doing the rounds’, it was more important to understand the usual tactics employed by scammers. It was helpful to talk about, for example, the ways that scammers might use emotion or fear to manipulative a person or might try to hurry them into deciding about a
product or service. Some older people wanted practical advice on how to spot a scam email. - It is important to strike a balance between shocking and alarming people and providing them with the knowledge and skills needed to increase protection. For example, statistics of the levels of scams affecting older people can be helpful to highlight the gravity to the problem. At the same time, however, becoming a victim of a scam is not inevitable and there are things that older people can do to protect themselves. Not all the older people were aware of what to do if they were scammed and were grateful for information on ‘Action Fraud’ for example. This information should be clearly displayed within awareness-raising materials.
- It is important that resources are positive and empowering. Sharing ‘success stories’ where older people have recovered lost monies, is likely to be important.
- It is critical that awareness-raising materials strike a balance between acknowledging the additional risks faced by some older people, and unfairly labelling all older people as ‘vulnerable’ and in need of additional financial protection. This is clearly not the case. When older people are treated as a homogenous, ‘vulnerable group’, differences in members of the older population and the many skills and capabilities possessed, go unrecognised. Most older people manage and protect their own finances independently and without issue.
- Awareness-raising materials should also give a clear rationale for reporting scams. The high levels of stigma associated with scams mean that they often go unreported – many people feel too embarrassed or ashamed to report a scam. It is helpful for people to understand that if they report a scam, there is a chance of them recovering their own losses. Reporting can also help stop scammers in the longer term, and so may protect others from scams.
- Finally, it should be remembered that the emotional impacts of being ‘scammed’ should not be underestimated. Through reporting, older people may increase their access to emotional support after a scam. Emotional support is likely to be critical to initial recovery and longer-term emotional wellbeing.
Summary
- Information should be available in a variety of formats, to reflect the different needs and preferences of older people.
- People are more likely to read written information (like pamphlets and leaflets), if they are made aware that it is coming.
- Written information should be short, two pages at most, and terminology should be easy to understand with no jargon.
- Language and imagery should always avoid blaming victims of scams or any suggestion that victims are responsible.
- Information should be available in an older person’s chosen language.
- Some people preferred information to be delivered within face-to-face group discussions.
- Not all older people are able to attend group meetings – those in contact with these older people should be supported to talk with them about scams.
- Whilst information should warn older people of the risk of scams, it should also be empowering. That is, it should increase a person’s knowledge, skills, and confidence to
enable them to protect themselves from scams. Older people should also know what action to take in the event of being scammed. - Information should clearly include the details of organisations like ‘Action Fraud’, so that older people can receive the support they need in the event of being scammed.
The Older People’s Commissioner for Wales
The Older People’s Commissioner for Wales is an independent voice and champion for older people throughout Wales.
The Commissioner is taking action to protect older people’s rights, end ageism and age discrimination, stop the abuse of older people and enable everyone to age well.
The Commissioner is working for a Wales where older people are valued, rights are upheld and no-one is left behind.
How to contact the Commissioner:
Older People’s Commissioner for Wales
Cambrian Buildings
Mount Stuart Square
Cardiff
CF10 5FL
Phone: 03442 640 670
Email: ask@olderpeople.wales
Website: www.olderpeople.wales
Twitter: @talkolderpeople
i Fenge, L. and Lee, S. 2018. Understanding the risks of financial scams as part of elder abuse prevention. British Journal of Social Work (48), pp. 906-923
ii Older People’s Commissioner for Wales. 2021. Support Services for Older People Experiencing Abuse in Wales. Available at: Support_Services_for_Older_People_Experiencing_Abuse_in_Wales.pdf (olderpeople.wales)
iii Age UK. 2019. Policy Position Paper: Crimes and Scams – England and Wales. Available at: https://www.ageuk.org.uk/globalassets/age-uk/documents/policy-positions/housing-and-homes/ppp_crime_and_scams_england_and_wales.pdf
iv Age UK. 2019. Older Person becomes a victim of fraud every 40 seconds., Available at: older person becomes fraud victim every 40 seconds| press release | age uk
v Kingston, P. 2015. Scams can have a devastating impact upon older people’s health. Available at: Scams can have a devastating impact on older people’s health | Paul Kingston | The Guardian
vi Older People’s Commissioner for Wales. 2023. Access Denied: Older People’s Experiences of Digital Exclusion in Wales. Available at: Access Denied: Older people’s experiences of digital
exclusion in Wales
vii Older People’s Commissioner for Wales. 2023. Access Denied: Older People’s Experiences of Digital Exclusion in Wales. Available at: Access Denied: Older people’s experiences of digital exclusion in Wales
viii Fenge, L.A. and Lee, S. 2018. Understanding the Risks of Financial Scams as Part of Elder Abuse Prevention. British Journal of Social Work (48), pp. 906-923.
ix Centre for Aging Better. Free ‘Age Positive Images’. Available at https://www.agewithoutlimits.org/image-library