Mass Marketing Elder Fraud Intervention, United States, 1999-2023

Estimates suggest that up to 16% of American adults--approximately 40 million people--fall victim to mass marketing scams each year. Mass marketing scams include any attempts to fraudulently solicit money from consumers through mass communication methods, such as the internet, telephone, and mail. Complaints to consumer protection agencies have risen 240% in the past 10 years (Federal Trade Commission [FTC], 2013, 2023). According to conservative estimates from the most recent Consumer Sentinel Network Report (FTC, 2023), Americans reported more than $2.7 billion in direct losses from fraud in 2022. In addition to financial costs, consequences to victims include feelings of shame and embarrassment, loss of trust, depression, and, in the most severe cases, suicidal ideation. These consequences of fraud are particularly impactful for older adults who suffer higher losses per incident, on average (FTC, 2022) and face greater challenges recovering from losses after retirement. Research on elder mistreatment in general has shown that older victims consume 30% more mental health and substance abuse services and are hospitalized more often than non-victims.

These scams convince susceptible targets that they have won bogus sweepstakes, merchandise, free vacations, or lotteries, but they first need to pay money to claim their winnings. Based on data from one major investigation from 2011 to 2016, the United States Postal Inspection Service (USPIS) found that Americans sent $558 million in checks, credit card payments, and money orders through the mail in response to such scams (USPIS internal data). Overall, the USPIS estimates that 3% of U.S. adults--7.5 million Americans--have mailed a payment in response to mass marketing fraud and that 60%-70% of these individuals are revictimized by a similar solicitation or an entirely different offer. Given these figures, reducing the incidence of mass marketing fraud could save millions of dollars annually.

Although the FTC, the National Council on Aging, the Consumer Financial Protection Bureau, the Better Business Bureau, American Association of Retired Persons (AARP), and other agencies and organizations routinely disseminate fraud education and awareness materials, it is unclear how much of these materials reach the most vulnerable populations. Much of the content is available online, yet according to the Pew Research Center, only 75% of adults older than age 65 use the internet, and only 64% have home broadband. Printed materials are also disseminated at senior centers, libraries, legal service offices, and outreach events, but older adults who are socially isolated and most susceptible to fraud are unlikely to be reached through these venues.

To address gaps in intervention research, Research Triangle Institute (RTI) International and the University of Minnesota conducted the Mass Marketing Elder Fraud Intervention (MMEFI) Study with collaboration and support from the USPIS. This multiphase research project included a secondary analysis of USPIS administrative data on prior scams and a randomized controlled trial test of the efficacy of two variations of a mailed intervention for preventing revictimization by mail fraud. The overall objective was to provide specific policy recommendations to the USPIS and other consumer protection agencies regarding the effectiveness of a mailed intervention. The MMEFI Study had the following specific goals:

• Enhance knowledge and understanding of repeat victimization among older victims of mass marketing scams.
• Engage in rigorous testing of the efficacy of two versions of a fraud intervention strategy geared toward preventing repeat victimization among older victims of mass marketing scams.
• Assess victims' perceptions of the intervention and collect self-report data on experiences with other types of fraud by surveying individuals in the intervention study.