National Trading Standards and Lloyds Banking Group have announced a new partnership designed to prevent people falling victim to scams.

Friends Against Scams is a campaign led by the National Trading Standards Scams Team, which empowers communities to identify, spot and report potential scams. The initiative includes a range of training opportunities for consumers and organisations whose staff are likely to have touchpoints with potential victims, including banks, building societies and utility companies.

As an official Friends Against Scams partner, Lloyds Banking Group is supporting the initiative by rolling out tailored training for colleagues across the bank, so they are equipped to protect their customers as well as their own families and friends.

Lloyds Banking Group has also been working with National Trading Standards to fund and design a new guide to help people have more meaningful conversations about scams. The guide has initially been distributed across the branch network to support front-line colleagues.

Tim Symington, director of financial intelligence unit at Lloyds Banking Group, said: “Helping keep our customers’ money safe is a top priority and our colleagues are highly-trained to spot the tell-tale signs of scams with customers.

“We are proud to partner with the National Trading Standards Scams Team on their Friends Against Scams campaign, which will help our colleagues spread the warning even more widely that absolutely anyone can become the victim of a scam.

“That’s why it’s vital that we are all aware of what we can do to protect ourselves against scams, and share that message with our friends and family.”

Lord Toby Harris, chair of the National Trading Standards board, said: “The tactics used by criminals often leaves victims socially isolated and ashamed of telling their friends and families what’s really going on behind closed doors.”

“It is fantastic to have such an influential organisation as Lloyds Banking Group on board to help us tackle this problem on a local, regional and national level. I would encourage all those that are interested in showing their support to join the campaign and be part of our growing Friends Against Scams network.”

Lloyds Banking Group is one of a number of organisations that have joined the Friends Against Scams initiative. Others NatWest, Neighbourhood Watch, Age UK, Bournemouth University and the Chartered Trading Standards Institute.

Scams often target people made vulnerable because of their situations or circumstances, which means the harm is often emotional as well as financial. More than half (53 per cent) of over 65s have been targeted by scams.

Fraud is now the most common type of crime in the UK, but only 5 per cent of scams are actually reported. Anyone who believes they may have been the victim of a scam should contact their bank immediately, and then share the details with the Citizens Advice Consumer Service on 03454 04 05 06.