From the moment we wake up until we fall asleep, we spend much of our time staring at screens. The line between our digital and physical lives has all but blurred, shaping how we work, study, communicate with loved ones, shop, and even commute each day. Yet this convenience comes with vulnerability. The same access that connects us also opens doors for scammers.
Spotting the dangers
At least once, many of us have experienced spotting a scam, becoming a victim, or seeing a friend or loved one getting scammed. We hear these stories so often that they begin to sound familiar, like daily weather warnings or traffic updates that blend into the background of our routines. But when we look at the numbers, the scale is far from ordinary. According to the Global Anti Scam Alliance (GASA) State of Scams in Southeast Asia 2025 report, losses from scams in the region reached 23.6 billion US dollars in 2024, and the report highlights that many cases remain unreported.
Scams now pose a regional threat, not only because ASEAN citizens are frequently targeted but also due to the presence of global scams centers located within the region. These centres exploit victims from all corners of the world, ranging from online fraud to more serious forms of human trafficking. Addressing this threat has become a shared responsibility across ASEAN.
Behind these numbers, scams affect people in very different ways depending on where they are in life. Youth may be drawn into game-related offers that circulate through gaming communities and chat groups, promising quick rewards but quietly leading to lost money or hijacked accounts. Job seekers may encounter bogus employment offers that promise quick interviews or overseas placements, only to be asked to pay registration fees, provide copies of identity documents, or share bank details before a formal contract is issued. Working adults, overwhelmed by long hours and financial pressure, may be tempted by easy loans or attractive investment returns that promise a quick way out. Even our elderly loved ones are targeted, receiving convincing messages from people posing as relatives in distress.
Beyond financial loss, scams leave lasting effects. Accounts are compromised, reputations are questioned, trust within families and communities is strained, and the emotional impact often lingers long after the money is gone.
With online scams growing in scale and sophistication, the challenge is no longer whether people can spot the obvious red flags, but whether they are prepared to respond when deception becomes harder to recognise. This growing urgency has been recognised at the regional level. As outlined in the Joint Media Statement from the 4th ASEAN Digital Ministers’ Meeting held in Singapore in February 2024, ASEAN established the Anti-Scam Working Group as a platform for its Member States to strengthen cooperation on capacity building, training, and information sharing to combat online scams across digital and telecommunications channels.
The seriousness of the threat has since intensified. Hence, in September 2025, ASEAN Member States adopted the ASEAN Declaration on Combating Cybercrime and Online Scams, reaffirming shared commitment to address this growing regional threat, including enhancing law-enforcement coordination, public awareness, and cross-border cooperation. This momentum carries into the Philippines’ ASEAN Chairmanship in 2026, which comes amid heightened regional concern over online scams and their cross-border impacts.
Turning commitments into action
The ASEAN Foundation, with a grant of 5 million US dollars from Google.org, is rolling out the Scam Ready ASEAN programme. First announced at the Global Anti-Scam Summit Asia in Singapore in September last year, this 2.5-year programme will kick off this year through a series of key activities designed to help ASEAN communities protect themselves and one another from online scams. It is delivered through practical initiatives that reflect how people actually encounter scams, combining gamified learning experiences with community-based training. These two approaches form the core of the programme, supported by broader policy engagement, shared learning resources, and grassroots outreach across the region.
As scam attempts become more frequent, many people no longer respond with alarm. We scroll past suspicious messages, delete unfamiliar links, and assume that experience alone will keep us safe. Yet this growing familiarity is precisely what scammers count on. When scams start to feel routine, readiness has to mean more than caution. It requires understanding how these schemes work, practising how to respond, and knowing when to look out for one another before real damage is done.
This sense of confidence, however, can be misleading. According to the State of Scam Report, 78 per cent of adults in the region believe they can recognise scams, yet nearly two-thirds have still experienced one. This gap between confidence and experience highlights how quickly scams evolve, often designed to look familiar, legitimate, or trustworthy.
One key initiative under the programme is the Be Scam Ready Game (bit.ly/BeScamReady_AF). Through role-play scenarios based on real scam patterns faced by different age groups, the programme aims to reach three million users. Players navigate a range of challenges and receive feedback on their confidence and skills in detecting scams at the end of each storyline. Grounded in inoculation theory, which builds resistance by exposing people to weakened and simulated scam tactics in a safe environment, the game allows users to experience how scammers exploit emotions, urgency, and trust without real-world consequences.
Complementing this digital approach is a strong emphasis on learning through communities. Working with local implementing partners, the programme will train 2,000 Master Trainers to support learning among 550,000 people, including youth, teachers, parents, educators, caregivers, and the elderly. These sessions are designed to move beyond awareness, helping participants practise how to respond to scams and discuss real experiences in familiar, trusted settings.
According to Dr. Piti Srisangnam, the Executive Director of the ASEAN Foundation, this combination of practice and community support is essential.
“In today’s digital environment, recognising a scam is only the first step,” he said. “People also need the confidence to pause, question, and respond, especially when scams are designed to look legitimate or familiar. Scam Ready ASEAN brings learning into everyday contexts, helping communities build confidence together rather than facing these risks alone.”
To support learning at scale, Scam Ready ASEAN will also develop and localise anti-scam learning materials through a centralised online Resource Hub. Developed with experts and made available in local languages, the platform will be open to the public and serve as a shared space for reliable information, practical guidance, and learning resources.
At the policy level, Scam Ready ASEAN will convene nine policy dialogues at regional and national levels, bringing together scam experts, civil society organisations, universities, government officials, relevant ASEAN Sectoral Bodies, and youth leaders. These discussions will inform policy briefs that synthesise key insights and offer data-driven recommendations to strengthen responses to online scams.
Beyond institutions, the programme recognises the power of everyday voices. Through grassroots awareness and community outreach, the ASEAN Foundation will work with nano- and micro-influencers, as well as local advocates and key opinion leaders to localise awareness campaigns and promote a culture of mutual care, where people actively look out for one another and share practical ways to stay safe online.
As scam attempts continue to worm its way into daily online interactions, readiness is no longer just about spotting what looks suspicious. It is about how people respond when messages feel familiar, offers seem plausible, or pressure arrives at the wrong moment. Scam Ready ASEAN responds to this reality by grounding readiness in shared practice, learning, and collaboration across communities and institutions. In a region as diverse and connected as ASEAN, staying scam-ready is not something done alone. It is something built together, over time.
