Meta joins SPF and NCPC to beat scammers at their own game

Meta has teamed up with the Singapore Police Force (SPF), the National Crime Prevention Council (NCPC), the Cyber Security Agency of Singapore, and educational platform EYEYAH! to launch a social campaign and interactive online experience to raise awareness of common scam traps.

Part of a wider APAC campaign spanning over 15 countries, the initiative highlights seven prevalent scam types in Singapore: romance, shopping, impersonation, investment, job, account hacking, and messaging scams.

The online experience, created by EYEYAH!, uses games to train players to spot scam trigger words and red flags.

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Meta is also sharing eight tips to help users strengthen their scam defenses. These include staying informed through trusted sources such as ScamShield and the SPF; slowing down before responding to urgent requests; and encouraging open conversations about suspicious messages.

Other tips include blocking and reporting offers that seem too good to be true, watching for warnings on messages from newly created accounts, enabling two-factor authentication, adjusting privacy settings on Facebook, Instagram, and WhatsApp, as well as reporting impersonation attempts immediately.

MARKETING-INTERACTIVE has reached out for more information. 

The push comes amid rising scam cases in Singapore. In March this year, all advertisers on Facebook were required to verify their identities against government-issued records by the end of June, after the Ministry of Home Affairs (MHA) reported a 12% increase in scam reports linked to Facebook ads between June and December 2024.

At the time, MHA allowed Meta to apply the enhanced verification requirement on selected advertisers during a six-month trial period. However, as the number of scam ads did not drop, the ministry has now mandated Meta to implement the verification measures in full over the coming months.

This is not Meta’s first anti-scam effort. In December last year, the company rolled out a global campaign to raise awareness of online scams during the holiday shopping season, introducing new safety tools across Facebook Marketplace, WhatsApp, and Instagram.

These tools were developed following research into seasonal scams and included enhanced enforcement against phishing domains, with plans to expand collaborations with industry peers to strengthen online safeguards.

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