Top scams in Wisconsin

BBB Wisconsin saw an increase of 74% from 2024 to 2025 of all published reports from people at BBB.org/ScamTracker.

Of the scams reported, BBB noted a significant rise in tax collection-related scams and U.S. Passport and Visa scams specifically in 2025.

BBB Wisconsin received reports from consumers in all 72 counties within the state, with the most reporting from Price, Burnett, and Wood counties. The county with the highest percentage of money loss was Dodge County, followed by St. Croix and Rock counties.

Online shopping scams occur as a result of fake websites and social media ads offering discounted and popular items that either never arrive or are counterfeit. BBB Wisconsin combined online shopping with counterfeit items because many of the online purchase reports included counterfeit products. 

“Online shopping remains incredibly popular as a result of its convenience, accessibility (shop anytime, anywhere) and all the phony pop-up ads that are out there”, said Lisa Schiller BBB Wisconsin Senior Director of Investigations and Media Relations. “BBB urges anyone who encounters a scam – whether they lost money or not – to report it to BBB’s Scam Tracker. Sharing this information helps to prevent scams from happening to others.”

Samantha M. of Beloit, WI reported losing $100 after receiving a counterfeit item. “My order took weeks to be delivered which was not specified. When the product was received it (came from China) was way too small and disfigured to wear. What I received was not what was expected. (I) contacted the support email, they offered a refund (but) have not responded since.”

Miranda P. of Appleton, WI reported losing $110 after purchasing an item on a website. She says, “A Christmas gift was ordered on 12/10/25. Multiple emails and phone calls have gone unanswered. The company website is no longer active.”

Red flags of online shopping websites include extraordinarily low prices, missing or incorrect contact information, spelling or grammar issues, missing punctuation, and demands for payment through untraceable methods such as pre-paid/debit gift cards or wire transfers.

Phishing scams, number two on our list, occur when criminals impersonate entities such as banks, credit card companies, and employers. They are triggered by emails, texts, mail, or phone calls and use urgency, high pressure threats, official looking communication, and impersonation to get people to engage. Some impersonated businesses reported to BBB Wisconsin include notices related to loans or mortgages and DMV, traffic, or vehicle matters.

Employment scams, the third most commonly reported scam, had a high median dollar loss of $1,170 (more than online purchase scams; $60.00 or phishing scams; $250.00).

Employment scams are often initiated via text or internet messaging, email or phone with text or internet messaging surging in 2025.

The impact of Artificial Intelligence (AI) on scams is increasing the need for trust in the marketplace as it empowers scammers to:

1. Improve their text by minimizing grammar mistakes or typos, 
2. Create better images or videos including fake ones with known influencers, 
3. Automate processes, gaining productivity while minimizing exposure, such as with the use of AI in employment scams interviews, and 
4. Replacing accents with AI voices. 

In 2025, Wisconsinites primarily reported the use of AI in online purchase, phishing, and employment scams.