Great TV has partnered with the National Crime Agency (NCA) to address the rising problem of romance fraud in the United Kingdom. The broadcaster’s channel, Great Romance, which specializes in love stories and romantic comedies, will allocate prime-time advertising slots on Freeview, Sky, and Virgin Media platforms to raise public awareness about the risks associated with romance scams.

This initiative marks the first time a UK television company has devoted airtime specifically to support the NCA’s efforts against this form of fraud. According to Kate Gartland, Great TV’s marketing director, the collaboration was inspired after the agency shared accounts of the damaging impact romance scams have had on victims. Gartland emphasized the ability of the campaign to reach an audience already engaged with romantic content, making the warnings more relevant and impactful.

Romance fraud typically involves perpetrators establishing fraudulent emotional relationships online to exploit victims financially. By leveraging its popular programming lineup, Great TV aims to provide viewers with information that could help them recognize and avoid such scams.

The joint campaign reflects growing concern among UK authorities about the prevalence of romance fraud, which has resulted in significant financial losses and emotional harm. Through this partnership, Great TV and the NCA seek to equip the public with knowledge to safeguard themselves against these deceptive schemes.