TikTok launches new anti-scam campaign in Thailand

TikTok has launched the third season of its ThaisAware anti-scam campaign in Thailand, working with 13 government and civil-society organisations to address deepfake, online-shopping and financial fraud.

The campaign comes after people in Thailand lost nearly 9 billion baht to online scam networks in the first six months of 2026, according to the Thailand Consumers Council (TCC). More than 170,000 cases were recorded, with average losses above 52,000 baht per case.

For foreign residents and visitors, the message is equally relevant: transactions moved outside an established platform, especially through unfamiliar payment links, can remove refund and buyer-protection options and make recovery of money far harder.

Three layers of online protection

The 2026 campaign is built around a "three-layer digital shield". The first, "Think before you trust", focuses on AI-driven scams and deepfakes, with support from the Ministry of Digital Economy and Society (MDES), Central Investigation Bureau (CIB), National Cyber Security Agency (NCSA) and AOC 1441.

The second layer, "Check before you pay", advises consumers to verify sellers, product details, safety standards, certifications and consumer rights before buying. It also aims to help users spot counterfeit, substandard and illegal goods.

This part is led by the Thai Industrial Standards Institute (TISI), Electronic Transactions Development Agency (ETDA), Food and Drug Administration (FDA), Office of the Consumer Protection Board (OCPB), Cyber Crime Investigation Bureau (CCIB) and TCC.

The final layer, "Spot the risk before falling victim", covers investment fraud and fraudulent money-transfer schemes. The Bank of Thailand (BOT), Securities and Exchange Commission (SEC), Department of Special Investigation (DSI) and Cofact lead that work.

Scam tactics are becoming more sophisticated

Chanida Klyphun, TikTok's Director of Public Policy and Government Relations for Southeast Asia, said digital literacy was the main foundation for user protection.

"Scammers are constantly evolving. They are using new methods and increasingly systematic and sophisticated schemes. That is why ThaisAware Season 3 was created," she said.

Chanida said TikTok's work with regulators, financial agencies and civil-society groups helps it identify emerging scam terminology and techniques. This information can then be used to respond through technology and human oversight.

She warned that consumers can be tempted by immediate savings, such as a 20% discount offered for taking an online-shopping transaction outside a platform. Once money is sent directly, platform payment, return and refund protections may no longer apply.

TikTok is continuing to promote its "Stop, Think, Decide, Act" principle, urging users to pause before believing content, sharing information or transferring money.

ThaisAware reaches its third year

ThaisAware began in 2024 with eight partners and expanded to 12 in its second year. TikTok said related video views rose from 3.4 billion in the first season to 17 billion in the second, while partner agencies saw a noticeable fall in people becoming victims after viewing educational content.

TISI is the 13th partner for the 2026 campaign, themed "Stay Alert. Stay Ahead of Digital Threats". TikTok aims to reach more than 50 million users in Thailand through educational videos, creator collaborations and a "Safe or Scam" interactive activity using #ThaisAware.

The platform is also highlighting back-end safety systems, automatic privacy settings and screen-time management features for users under 18.

Picture courtesy of The Nation

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22 August 2026

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