Gumtree: The Psychology of Scamming

Gumtree, an online classifieds and community website, launched the Psychology of Scamming, a campaign in the UK to raise awareness of online scams and engage with consumers.

Campaign details

Brand: GumtreeAgency: Red Consultancy

The issue

  • Online marketplaces break the shackles of traditional high streets where anything can be sourced and haggled for.
  • The fact that Gumtree is an open platform marketplace, where people can get a bargain or discover a hidden gem, is what makes it cool.
  • However, scam artists operate on Gumtree – as they do on all online marketplaces – meaning people occasionally get ripped off.

Executive summary

Online scamming costs the UK £1.59bn so as one of the key players in the online marketplace sector, Gumtree brought together law enforcement agencies,...

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