New research reveals social media driving widespread acceptance of “refund hacks” and other cyberfraud techniques among mainstream consumers
Gibraltar, May 20, 2025 – A troubling shift in consumer attitudes toward retail fraud has been uncovered in new research from Netacea, a leading bot protection and cyberfraud specialist. The study reveals that sophisticated retail fraud techniques once limited to professional cybercriminals are now becoming mainstream knowledge, with social media platforms serving as the primary educational channels.
Key Findings:
* Growing acceptance: Nearly 1 in 4 consumers (23%) admit they’ve been tempted to commit retail fraud, while 15% would consider serious retail fraud if they believed they could avoid detection
* Social media influence: 63% of consumers learn about fraud tactics through social media, with 45% encountering advertisements promoting “refund hacks” or step-by-step guides
* Widespread awareness: 93% of consumers are familiar with at least one type of fraudulent technique, with 81% specifically recognizing DNA (Did Not Arrive) tactics
* Insider threats: 18% of respondents personally know someone involved in insider fraud working at retailers (12%) or fulfilment services (6%)
The findings show that 25% of consumers now believe certain levels of retail fraud are acceptable, with 34% viewing fraud up to £100 as permissible. Many (16%) consider it a victimless crime, while the majority (58%) assume retailers can and should absorb fraud costs without significant business impact.
“Retail fraud techniques are no longer hidden in the shadows – they are being openly shared and discussed among friends, and widely promoted online,” says Matthew Gracey-McMinn, VP Threat Services at Netacea. “As a result, we are seeing a cultural shift where fraudulent behaviour is not only visible but, alarmingly, considered acceptable by a significant portion of the public.”
The research identifies a generational divide in fraud awareness channels. Among people aged 18-30, social media awareness rises to 76%, with Facebook being the primary platform for Gen X users, while TikTok is more popular with Gen Z users. Other significant platforms include YouTube, Instagram, X/Twitter, and forums like Reddit.
The normalisation of fraud extends beyond digital spaces into personal relationships, with people increasingly discussing retail fraud tactics with friends, family, and colleagues. This trend is especially prevalent in the US, where over a third of consumers (36%) have received recommendations for retail fraud from personal contacts.
Gracey-McMinn added: “In order to turn fraud from a lagging indicator of a problem to a leading indicator, retailers and ecommerce merchants need to ensure they are making good use of cyber threat intelligence and real-time detection of sophisticated automated cyberfraud attacks to protect their customer experience.”
For SMEs concerned about rising retail fraud, implementing multi-layered security measures, employee training, and robust monitoring systems is essential to protect both revenue and reputation.
