Older Adults Want Social Media Platforms to Take Scam Ads Seriously
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If it feels like online scams are everywhere lately, you’re not imagining it—and older adults are feeling it the most.
New research from the National Council on Aging (NCOA) paints a clear picture: Scams aren’t just common—they’re becoming a regular part of life online. In fact, nearly three-quarters of older adults say they’ve either experienced a scam themselves or know someone who has, according to results from a focus group.
And it’s not just the frequency that’s alarming—it’s the impact. Beyond financial losses, scams are leaving emotional scars, damaging trust, and even affecting physical health. Some older adults report anxiety, isolation, and a reluctance to engage online at all.
“This happens to everyone now”
Across focus groups and online survey data, one theme kept coming up: scams feel unavoidable.
From fake ads and impersonation messages to AI-powered voice cloning, scams are getting more sophisticated—and more convincing. Many older adults say it only takes one moment of distraction or vulnerability to fall victim.
That constant exposure has led to something even more concerning: normalization. Scams are starting to feel like just another part of being online.
Who’s responsible? It depends on what people know
At first, many older adults blamed themselves.
Before learning how social media advertising works, online survey respondents were most likely to say individuals (27%) or scammers themselves (25%) were responsible for preventing fraud. Only 22% pointed to social media platforms.
But that changed—fast.
Once people learned that platforms can profit from scam ads and may allow repeat offenders to continue advertising, their perspective shifted dramatically:
- 91% of survey respondents said platforms could be doing more to stop scam ads
- 67% of survey respondents said platforms are responsible for online scams
That shift highlights something important: when people understand how the system works, they expect more accountability from the companies behind it.
The scams people don’t report
Even though scams are widespread, they’re also vastly underreported.
Many older adults took some action—like contacting their bank—but far fewer reported scams to authorities, according to the online survey:
- 37% contacted their bank
- 18% reported to law enforcement
- 13% reported to the Federal Trade Commission
Why the gap? Shame plays a big role. Many victims feel embarrassed or blame themselves, which keeps them from speaking up—and allows scams to continue unchecked.
What older adults want to see change
The good news: Older adults aren’t just identifying the problem—they’re offering solutions.
There’s strong support for common-sense reforms that would shift responsibility upstream, focusing on prevention rather than putting the burden on individuals.
Top policy solutions to strengthen platform responsibility include:
- Requiring social media platforms to verify businesses before running ads
- Quickly suspending advertisers that show signs of fraud
- Improving how platforms detect and remove scam content
- Creating clear legal accountability for paid scam ads
Other policy solutions include stronger oversight and enforcement, including giving regulators more power to hold platforms accountable.
Scams aren’t inevitable—but the system needs to change
For years, the narrative has been that avoiding scams is a matter of personal responsibility. Be careful. Don’t click. Stay alert.
But this research challenges that idea.
Scams aren’t random—they’re often enabled by systems that allow bad actors to operate at scale. And when those systems prioritize ad revenue over user safety, the consequences can be devastating.
Older adults are making one thing clear: education matters, but it’s not enough. They want platforms to take a more active role in preventing scams before they ever reach users.
Staying safe online shouldn’t depend on catching every red flag—it should be built into the system itself.
Click below to download NCOA's 'Scroll, Click, Scam: How Social Media Platforms Enable Older Adult Scams' resources:
Download and share our social graphics to raise awareness
- Social Graphic 1: Scams Are Everywhere, graphic showing that 77% of older adults experienced at least one scam attempt in the past year, and 90% encountered scams repeatedly. Emphasizes how common and persistent online scams have become.
- Social Graphic 2: Older Adults Want Platforms to Act, graphic highlighting that 91% of older adults believe social media platforms can do more to reduce scam ads, and 70% say platforms are not doing well balancing safety and profit. Emphasizes strong demand for platform accountability.
- Social Graphic 3: Older Adults Want Scam Reforms, graphic showing that 54% of older adults support requiring business verification before ads run, and 50% support suspending advertisers showing early signs of scams. Highlights support for stronger protections.
- Social Graphic 4: Older Adults Don’t Report Scams, graphic showing that 29% of older adults took no action after experiencing a scam, while 37% contacted their bank. Highlights how many scams go unreported.