Great! TV has become the first UK television broadcaster to allocate commercial advertising airtime during peak hours to the National Crime Agency (NCA) as part of a new campaign aimed at combating romance fraud. The initiative features 11 specially created advertisements that connect advice on identifying and avoiding romance scams with narratives from Great! TV’s romantic film programming.

According to data from Report Fraud, between April 2025 and March 2026, there were 12,348 reported cases of romance fraud in the UK, resulting in losses totaling £116 million. Over half of the victims—51 percent—were aged 50 or older, highlighting the demographic vulnerability to these types of scams.

Nick Sharp, a representative from the NCA, emphasized the importance of raising public awareness as a preventive measure. “Raising awareness is a form of prevention. This campaign with Great Romance is designed to do exactly that,” he said.

Kate Gartland, Director of Great Marketing, described the collaboration as a critical effort to equip viewers with the knowledge to recognize early warning signs of romance fraud. “This joint campaign with the NCA will give viewers the awareness they need to spot the tell-tale signs and protect themselves and their friends and family from these devastating crimes,” she added.

The campaign will air across various platforms including Freeview, Sky, and Virgin Media, reaching audiences during high-viewership times. By leveraging entertainment media to deliver targeted crime prevention messages, Great! TV and the NCA aim to reduce the incidence and impact of romance scams in the UK.