Online scams are becoming more realistic and targeted every year, says Netsafe chief executive Martin Cocker.
Netsafe receives an average of 1,500 complaints from New Zealanders every month, and Cocker said there was clear evidence that scam artists were moving on from the typographical errors and creative use of typeface size and colour that previously typified online scams.
"Those scams still exist, but you now have scams that look 100 per cent like legitimate marketing material," he said.
The scams even tend to be seasonal, with scam artists increasing their activities during the warmer months when businesses were more likely to organise giveaways or other promotions.
The best way that users could remain safe was by not veering away from trusted websites, even if a promotion looked legitimate, Cocker said.