Large scale, AI Analysis of Scam Signals calls for Safeguarding approach to Scam Prevention

A new research initiative by OXIL Research, with support from Google.org, proposes safeguarding—a mature framework widely used in health, education, and social care—as an alternative paradigm for scam prevention, aiming to incentivize organisations to act on everyday cues to protect citizens from fraud.

At present, when it comes to protecting citizens, educational awareness campaigns focus on helping individuals spot scams. The research, however, finds that victims do not simply "fall for" scams; scammers engineer exploitation using professionalised, specialised tools designed to leverage legitimate needs of target groups.

OXIL Research proposes the application of safeguarding principles to shift the burden of defence away from potential victims and towards the wider ecosystem of organisations they interact with, in what it describes as a collective defence approach.

A safeguarding approach is understood as a proactive framework in which individuals are protected from harm through coordinated actions—including information sharing, risk identification, and timely interventions—across organisations and networks, emphasising anticipation of risks, detection of early warning signs, and collective responsibility.

The research focuses on understanding the tactics and strategies used by scammers through the analysis of large volumes of scam-related signals collected and made available via the Global Signal Exchange. In total, 28.6 million domain-name-based scam and fraud signals were analysed for this purpose

Preliminary findings include

● Scammers prioritise scale over precision when targeting the public (the ‘scattergun’ approach). The general population is the most targeted group. High-volume, generic communications—such as fraudulent service or retail websites—are used to cast a wide net across everyday internet user
● Scammers exploit situational vulnerabilities more than immutable characteristics. It is situational vulnerabilities (e.g. stress, tiredness, distraction, life events such as bereavement or divorce) that determine risk, not immutable characteristics (e.g. old age, disability).
● Older adults are not the most targeted group in domain-based scams. Contrary to common perceptions, older adults rank 11th among targeted groups in the analysed signals. Most activity targets working-age adults, reflecting the most active online population. Adults are still at risk and presumably targeted through a combination of online and offline means.
● Scammers adopt a ‘sniper’ approach for groups with protected characteristics—such as neurodivergent individuals or people with mental health conditions. These are lower-volume but highly tailored tactics, sometimes extending to their families or support networks.
● Research advocates for a model of collective defence—a collaborative approach that prioritizes the proactive protection of individuals through coordinated information-sharing to make perpetrators more visible and ensure victims are properly protected and supported.

Emily Taylor, CEO at OXIL Research comments: “This new study is giving us the data insights we need to call time on an era of consumers feeling alone when they are scammed online – with an implied assumption that they have done something wrong. Consumers are not the weakest link when it comes to online crime – and education and awareness need to be complemented by additional interventions. This research aims to help evolve the conversation and unlock new effective solutions. Drawing on the data from the Global Signal Exchange, our research proposes a rethink on how we understand and tackle online crime, fraud and abuse - based on a new safeguarding approach. Here, all people will be seen as potentially vulnerable to attacks, with situational vulnerability to lures being more critical than immutable characteristics. It’s not about stopping at training citizens – rather, adding training programs of government, law enforcement, and private and public sector entities to spot cues and intervene to protect their customers and citizens at the right point in time.

Haviva Kohl, Senior Program Manager at Google.org says “Effective digital safety begins with evidence, not blame. Google.org’s support of OXIL Research is rooted in the need to better understand the ‘how’ and ‘why’ behind modern scam tactics, shifting the focus from individual error to systemic exploitation. We believe that deep, data-driven research into better digital protections is critical to dismantling the culture of victim-blaming and building a safer internet for everyone.”

Media enquiries
For images, interview requests or to register for forthcoming updates on the year-long research study, contact:
Guy Bellamy: guy@elephantcommunications.co.uk
Rowan Ahmadi-Nameghi rowan@elephantcommunications.co.uk

About OXIL Research:
OXIL Research is the non-profit arm of Oxford Information Labs (OXIL), specializing in digital governance, cybersecurity and internet technologies. The research team uses a unique blend of technical, policy and data expertise to tackle complex challenges in the digital environment - from internet standards and threat analysis to inclusive digital safety. OXIL Research is a trusted partner to governments, academic institutions and major organisations worldwide.
For more information, visit: https://oxil.uk

About The Global Signal Exchange:
A UK-based non-profit co-founded by Oxford Information Labs (OXIL), the Global Anti Scam Alliance (GASA) and Google in 2025. The Global Signal Exchange (GSE) is the world’s first global, multi-stakeholder and cross-sector clearing house for threat signals. Launched in January 2025, t he GSE is a platform for real-time sharing of scam and fraud signals — URLs, domains, IP addresses, emails, and more. Working with global partners worldwide, the GSE provides real-time insights into the supply chains delivering scams, fraud and other forms of cybercrime. By merging as many data sources as possible GSE makes the facilitators of cybercrime more visible
For more information, visit: https://www.globalsignalexchange.org

About Google.org
Google.org applies Google’s innovation, research, and resources to promote progress and expand opportunity for everyone.
For more information, visit: https://www.google.org/

Thee research report is available here