In this opinion piece Sam Upton, founder and editorial director of Soul Content UK, reflects on how print advertising can help counteract mistrust in digital.

Digital scams are currently costing Australian businesses over $18 million per year, and rising. So how can you and your customers retain trust in media and what can print do to help?

Before we begin, take a quick look at your Spam folder. If you haven’t cleared it out this morning, it’s highly likely there will be at least two scam emails. And if you’re a company director or work in the finance department, we’d be staggered if there isn’t ten times that amount.

While the pandemic has shifted a number of positive digital trends and technologies from occasional use to commonplace, it’s also boosted some of the negative. A recent report by the Australian Competition and Consumer Commission (ACCC) has found that Australians have lost over $851 million to scams in 2020. Based on data from Scamwatch, other government agencies, and banks and financial intermediaries, that figure breaks down as $328 million lost through investment scams, $131 million from romance scams, and $128 million through payment redirection scams.

For the majority of companies and businesses, it’s that final figure that raises the most alarm. Of that $128 million, Australian businesses…

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