The trust gap in EMEA: How scams are changing customer behaviour

As part of LSEG Risk Intelligence’s global fraud research, this report explores how financial scams are reshaping trust, behaviour and emotional wellbeing across EMEA. Drawing on a survey of 10,000 consumers across Denmark, France, Germany, United Kingdom, Spain, Switzerland and United Arab Emirates, it examines exposure to scams, financial impact and the growing role of AI‑enabled fraud.

Key findings

• Scams are becoming a widespread experience: Around one in four adults (24%) report being directly targeted in the past two years, with broader exposure through friends, family or colleagues.
• Financial impact varies by market: Across EMEA, 42% of those targeted report losing money, with significant differences between countries.
• AI is increasing the sophistication of scams: Around one in five consumers report encountering AI‑generated scams, including fake messages, voice clones and deepfake content.
• Fraud is changing consumer behaviour: 96% of victims say their behaviour has changed, becoming more cautious when making payments or sharing information.
• The impact goes beyond financial loss: Many victims report a loss of trust in digital channels, organisations or their own judgement following a scam, reinforcing the broader trust gap across the region.

Why it matters
As digital engagement continues to expand across EMEA, fraud is becoming a defining factor in trust. While awareness is high, confidence in protections and outcomes remains limited.
Understanding how scams influence behaviour, confidence and decision‑making can help organisations strengthen fraud prevention strategies, improve customer protection and maintain trust in a rapidly evolving risk landscape.