‘Am I losing this battle? Yes’: Martin Lewis on the online scams that steal his identity – and others’ life savings

T his month, an email from a consumer landed in Martin Lewis’s inbox. It was from an elderly woman with a disability who had been scammed when she invested in a scheme purportedly endorsed by Lewis – and lost her life savings. “THEY ARE BASTARDS!” Lewis wrote at the top of his social media post about it. Even though the personal finance expert is a veteran campaigner against fraud, he says he had “tears running down my face”. He still sounds upset. “I felt a mixture of frustration, anger and sadness.” Not only for the plight of the woman, but for the “constant, ongoing deluge of shit from the scammers”. Lewis never advertises anything. To hammer home the point, his social media profile picture has the words “I don’t do ads” tattooed on his forehead. But still, people fall victim to deepfake videos and frauds that appear to show him offering investments. The scale of harm is great enough that MoneySavingExpert (MSE), the company Lewis founded in 2003 and sold in 2012 for up to £87m – he is now its executive chair – has someone full-time handling these cases. Fake adverts featuring Martin Lewis, including (centre) one of him fighting Nigel Farage. In consumer advocacy terms, Lewis is a sort of one-man Citizens Advice for financial wellbeing. He has built a career on trust – in the league table of national treasures, he is up there with David Attenborough. …