• by Danielle Oster , Yesterday

A group called Tech Against Scams Coalition (TASC) has launched a holiday scam prevention campaign as several companies involved in the group face lingering accusations of inadequate internal fraud prevention.

Launched in 2024, the cross-industry group includes representatives from companies including Cash App, Coinbase, Match Group, Meta, and Ripple. TASC partnered with Stereo Creative and media agency Noble People on the campaign, which the groups say was designed to inspire conversations around online fraud prevention.

The campaign revolves around Scamberry Pie, a limited-edition cranberry tart available for free at select locations in New York, Los Angeles, and London on specific dates, beginning with a Red Flag Cafe activation in  New York City’s East Village  Dec. 4.

The pie reveals red flags for online scams with each of its eight slices removed. Each Scamberry Pie order also comes with a booklet with information about different types of common scams, a tear-out poster, and red flag reminder magnets.

The campaign launched with a social media ad that shows a pastry box with the Scamberry Pie logo on a festively decorated table.

The campaign will continue with additional activations in the U.S. and U.K. throughout December, including influencer partnerships, a food truck activation in Los Angeles Dec. 11, a Primrose Hill Bakery activation in London Dec. 12, and partnerships with community-based organizations such as AARP to ensure the campaign reaches those most vulnerable to online scams.

“Our strategy was to make those essential facts digestible and easy to pass on -- a straightforward, memorable way for families and communities to help each other stay safer,” said Noble People Managing Director of Creativity and Brand Olivia Young in a statement.

While helping people identify scams is certainly positive, some of the companies involved in TASC may have other reasons to want to shift the focus to what individuals can do, since they themselves have been accused  of lacking adequate internal processes for addressing fraud.

Last month, Reuters reported Meta projected that 10% of its 2024 income would stem from ads for fraudulent or banned products, according to internal company documents viewed by the publication. Match Group Coinbase is facing multiple lawsuits accusing the company of a “slow and inadequate” response to a data breach involving its agents leaking users’ personal data, according to Digbase. And this past January, the Consumer Financial Protection Bureau ordered Cash App parent company Block to pay up to $120 million in redress to consumers and a $55 million penalty, over claims of inadequate fraud protection and anti-money laundering measures.