Rise in online dating scams concerns in New Zealand

The latest survey from Norton reveals concerning trends surrounding online dating in New Zealand, highlighting an increase in scams and AI-generated deceptions.

According to the 2025 Online Dating Norton Cyber Safety Insights Report, over half of the New Zealanders using dating apps encounter suspicious profiles weekly, with a notable 31 percent reporting that they have been targeted by a scam on these platforms. This points to a significant risk for users who may underestimate their own vulnerability.

Feelings of loneliness are also affecting behaviours, with 18 percent of New Zealanders admitting they take greater risks in online dating due to such emotions. This inclination towards risk-taking is compounded by the aforementioned prevalence of suspicious profiles which appear regularly for 54 percent of app users.

Attempts to mitigate these risks are evident, with 87 percent of individuals employing safety measures before meeting someone offline, such as conducting online searches on potential dates, having preliminary phone or video calls, or sharing their whereabouts with friends or family. Despite these precautions, the gap between awareness and preparation persists, as nearly half of those surveyed expressed uncertainty about handling identity theft.

The survey exposed dating apps as fertile ground for deception, noting that a quarter of users have lied about their age, and over half have faced similar age-related deceptions. Moreover, the digital landscape reveals challenges in distinguishing real from false, with only 47 percent able to correctly identify AI-generated profile photos, despite a higher confidence rate of 65 percent.

Analysis indicates differing perceptions across generations, with 78 percent of younger users (aged 44 and under) perceiving older generations as more susceptible to scams, while 57 percent of older individuals believed younger users were at greater risk. This disparity signifies a need for comprehensive education across all demographics on recognising and avoiding scams.

Scamming tactics remain prevalent, with romance scams, catfishing, fake dating sites, visa and immigration scams, and sugar relationships highlighted as common methods. Of those targeted by scams, financial losses were reported by 63 percent, while 38 percent suffered from personal information breaches.

Mark Gorrie, Managing Director APAC for Norton, emphasised the widespread nature of scams, remarking, "The average number of scam attempts per person last year in New Zealand was 7 – equating to a scam attempt every second." He highlighted the necessity for proactive protective measures, stating, "It's important to take proactive steps, use available tools, and stay informed about potential threats. Anyone, no matter their experience or background, can fall prey to sophisticated scammers."

Gorrie also advised on recognising potential catfish, noting red flags such as avoidance of video calls, minimal online presence, and other suspicious behaviours. These warnings come amidst findings that 38 percent of app users have reported dubious profiles or suspected scammers to dating platforms.

While some individuals demonstrate hesitation towards modern dating—28 percent voiced a preference for mundane tasks over first dates—50 percent believe AI influences conversations on dating apps. Furthermore, there is a perception that non-dating platforms like Facebook, Instagram, and TikTok might offer safer avenues for genuine interactions.

Norton offers support for online safety through various tools, such as Norton Identity Advisor Plus, which provides identity restoration assistance, dark web monitoring, and more, to safeguard users against the rising scams linked to online dating.