The Better Business Bureau’s annual list identifies 12 top holiday scams — from misleading social‑media ads and fake shipping notices to phony charities and imposter gift‑card schemes — and flags AI‑generated content and spoofed profiles as making fraudsters more convincing. The advisory recommends verifying sellers, avoiding gift‑card or crypto payments, and confirming charities via third‑party checks.

The BBB’s 2025 ‘Naughty List’ highlights a broad array of holiday season threats that have become more sophisticated due to AI and profile‑spoofing tactics. Scams called out on the list include deceptive social‑media storefronts, fake shipping and delivery notices, phony charity solicitations, temporary‑job schemes, and traditional imposter scams that now increasingly use synthetic voices and polished AI‑written copy to increase believability. The BBB warns that AI‑enhanced images and automated fake reviews can create seemingly legitimate businesses and product pages, tricking consumers into paying for goods that never arrive. Practical defenses promoted by the BBB include verifying sellers through independent contact details, using payment methods that offer dispute resolution rather than gift cards or cryptocurrency, checking charity credentials with third‑party services, and carefully examining return and contact policies. The advisory also encourages consumers to report suspicious listings to the BBB and platform hosts to assist in takedowns and to help consumer protection agencies track emerging patterns through the holiday period.