News

Social media platforms generated an estimated €32 million last year from scam advertisements aimed at consumers in Ireland, according to new research commissioned by online banking platform Revolut and carried out by Juniper Research.

The study highlights the scale of financial harm linked to fraudulent advertising on major social media channels. In the Irish market, the average loss per scam advertisement was calculated at slightly over €1,500, reflecting the significant personal impact these scams can have on individuals.

Looking beyond Ireland, the report estimates that social media platforms earn approximately €4.4 billion each year from scam advertisements targeting users across Europe. In 2025, around 10% of all social media advertising revenue in Europe was attributed to fraudulent ads, underlining the growing challenge faced by regulators, platforms, and consumers alike.

Juniper Research estimates that European users were exposed to close to one trillion scam advertisements during 2025. On average, each social media user encountered 164 scam ads over the year. If current trends continue, this figure is expected to rise to 215 scam ads per user in the coming years.

The long-term projections are even more striking. By 2030, social media companies are expected to generate more than €13.8 billion from scam advertising in Europe, with total scam ad impressions forecast to exceed 1.4 trillion.

The research also revisits criticism previously directed at Revolut regarding its handling of fraud cases. In December, Fianna Fáil MEP Billy Kelleher publicly urged the company to strengthen its fraud prevention, reimbursement, and verification procedures. He cited multiple instances in which Irish customers had reported losses due to fraud and claimed that refunds were refused following limited verification checks.

In response, Revolut has stated that protecting customers from fraud remains a priority. The company points to a range of measures, including secure access protocols, in-app fraud warnings, and automated systems that monitor transactions for suspicious activity. Where potential fraud is detected, customers are alerted and may be asked to provide additional information.

Revolut has also introduced in-app calls designed to help customers identify impersonation scams, aiming to make communication with customer support safer and more reliable.

Disclaimer: This article is based on publicly available information and is intended for general guidance only. While every effort has been made to ensure accuracy at the time of publication, details may change and errors may occur. This content does not constitute financial, legal or professional advice. Readers should seek appropriate professional guidance before making decisions. Neither the publisher nor the authors accept liability for any loss arising from reliance on this material.