90% of older adults surveyed encountered scams repeatedly
A new report from the National Council on Aging (NCOA) puts a spotlight on a problem that many suspected but few quantified. Online scams targeting older Americans are not rare events. They are routine. They are persistent. And they are often tied directly to paid advertising on major social media platforms.
The study, titled “Scroll, Click, Scam: How Social Media Platforms Enable Older Adult Scams”, combines survey data and focus group insights from adults aged 55 and older across Phoenix, Detroit, and Westchester County. The results tell a clear story. Older adults are encountering scams again and again, and they are starting to connect those experiences to how platforms operate.
At first, many respondents blamed themselves. That changed once they learned how advertising systems actually work.
Scams Are No Longer Occasional—They Are Constant
The scale of exposure stands out. Nearly 90% of older adults reported repeated encounters with scams. That level of frequency changes perception. It shifts scams from isolated incidents to something that feels unavoidable.
Three out of four respondents either experienced a scam directly or knew someone who had. That kind of reach creates a sense that fraud is simply part of being online. Many participants described scams as inevitable and too widespread for meaningful intervention.
This perception matters. When people believe nothing can be done, they stop reporting. They stop pushing back. They accept risk as the cost of participation.
Underreporting Remains a Major Weak Point
The data shows a sharp gap between experiencing scams and reporting them. Among those who were targeted or affected:
- 37% contacted their bank
- 18% reported the incident to law enforcement
- 13% reported it to the Federal Trade Commission (FTC)
This gap limits enforcement. It limits visibility. It also allows fraudulent advertisers to continue operating with little friction.
Perception Shifts Once Advertising Practices Are Exposed
Before learning how social media advertising systems function, respondents placed responsibility across several groups. Individuals ranked highest at 27%, followed by scammers at 25%, and platforms at 22%.
That distribution reflects a long-standing narrative. Users are told to be careful. They are told to recognize warning signs. Responsibility sits heavily on the individual.
Then came a key insight. Over half of respondents—51%—did not know that platforms can profit from scam-related ads or misleading promotions.
Once participants learned that companies like Meta may allow multiple complaints before removing advertisers, attitudes shifted fast.
- 91% said platforms can do more to reduce scam ads
- 67% said platforms are responsible for online scams
This shift is not subtle. It reflects a reallocation of accountability from the individual to the system.
Business Models Are Now Part of the Conversation
NCOA President and CEO Ramsey Alwin addressed the issue directly. Scams are not random. They are tied to decisions. Advertising systems prioritize revenue. Fraudulent actors exploit that structure.
That observation aligns with what many in digital advertising and SEO (Search Engine Optimization) have seen for years. Paid distribution systems reward engagement. Fraud thrives where verification is weak and enforcement is delayed.
This is not a technical limitation. It is a policy and operational decision.
Older Adults Want Concrete Changes
Respondents did not stop at identifying the problem. They proposed specific actions. These recommendations focus on control points within advertising systems.
- 54% support requiring business verification before ads are approved
- 50% support suspending advertisers at early signs of fraud
- 34% support opting out of personalized ad targeting
These are practical steps. They align with existing tools already used in other regulated sectors. Identity verification. Risk scoring. Early intervention.
A Broader Call for Legal and Regulatory Accountability
The report outlines a wider set of reforms that extend beyond platform policies. Older adults support stronger oversight and clearer legal standards.
Key Policy Directions
- Stronger advertiser verification and risk controls
- Improved detection and removal processes for scam ads
- Clear legal accountability for paid scam advertising
- Increased federal and state enforcement authority
- Immediate operational changes within platform business practices
This reflects a shift from awareness to action. Education alone is not enough. System-level controls are now part of the public expectation.
Why This Matters for Digital Platforms and Marketers
This report carries implications beyond consumer protection. It affects digital advertising as a whole. Trust is the currency of online engagement. Once trust declines, performance follows.
For platforms, the message is clear. Ad systems must balance revenue with accountability. For advertisers, the takeaway is just as direct. Brand safety is tied to platform integrity. If users distrust ads, they distrust advertisers.
For those working in SEO and SEM (Search Engine Marketing), this trend reinforces a familiar principle. Long-term success depends on credibility. Short-term gains built on weak controls create long-term risk.
The data shows that users are paying attention. They are connecting the dots. And they are asking better questions.
Older adults are no longer silent participants in the digital ad ecosystem. They are informed. They are vocal. And they are asking for systems that work in their favor, not against them.
The findings from NCOA make one point clear. Scams are not an unavoidable side effect of being online. They persist because systems allow them to persist. Change those systems, and the outcome changes as well.