Swedish celebs campaign for public rudeness ... to prevent cyber scams
The campaign follows a highly profitable year for crooks targeting the over-60s
Swedish celebrities are teaming up for a national campaign aimed at encouraging the public to be rude in order to combat cyber scams. According to Polisen, Sweden's police authority, cybercriminals profited 5.7 billion SEK ($579.9 million USD) in 2025, with scams particularly targeting the elderly. The campaign, relaunched with actors Suzanne Reuter, Lennart Jähkel, and Christina Schollin, as well as journalist Claes Elfsberg, emphasizes the importance of questioning authority and not being afraid to hang up the phone when something seems suspicious.
Many Swedes are raised to be polite and accommodating, but the campaign urges individuals to prioritize self-protection over social norms. Police and campaigners warn that scammers often impersonate trusted authorities, such as the government or banks, and attempt to steal valuables through fake police officer scams. Officials are concerned not only about personal losses but also about the funding of other serious crimes obtained through stolen money.
Swedish police and the Post and Telecom Agency recently began working more closely to combat telephone fraud, and new rules under the Electronic Communications Act came into force in August to block suspected fraud communications.
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