Practice Update October 2025

27 October 2025

TI scams in Australia: how to spot them and stay safe

AI now makes it cheap and easy to fake a person’s face and voice. Scammers are using these “deepfakes” in calls, Direct Messages, emails and ads to push investment schemes, steal logins, or socially engineer payments.

Why this matters

  • Australians reported $2.03 billion in scam losses in 2024.
  • Losses were $2.74 billion in 2023.
  • On social media specifically, $43.4 million in losses was reported in just Jan–Aug 2024, with thousands of “celebrity-bait” deepfake pages and ads removed under Meta’s FIRE program, including those targeting Australian banks.
  • Globally, deepfakes now account for a significant share of biometric fraud, approximately 40% in 2024, highlighting just how convincing synthetic voice and video have become.

Real-world cases

  • Celebrity deepfake investment ads. Australia’s consumer watchdog has repeatedly warned about fake news pages and deepfake videos of public figures pushing trading platforms.
  • Deepfake video meetings. In a widely reported case, a finance employee in Hong Kong was tricked by a deepfaked CFO and colleagues on a video call into paying approximately US$25 million, illustrating the convincing and coordinated nature of these attacks.
  • Bank and exchange impersonation alerts. The AFP and the National Anti-Scam Centre (NASC) have issued warnings about bank impersonation scams and crypto-exchange impostors targeting Australians via text messages, emails, and phone calls.

What deepfakes look and sound like

  • Voice cloning: just a few seconds of audio can produce a near-perfect voice. Expect pressure, urgency and requests to move money quickly.
  • Video fakes: slick interviews, Zoom calls, or ads where lip-sync is almost perfect, backgrounds look subtly odd, or lighting on a face doesn’t match the room.
  • Image fakes: profile pics or proof screenshots with mismatched jewellery, blurred ears/hairlines, or warped text.

Tips

  1. Avoid the urgency: Scammers create a sense of panic. Hang up or leave the chat. Call back using a number you recognise (e.g., your bank card number, official website).
  2. Verify out of band: If a boss or family member asks for money, call a known number or set a pre-agreed safe word for video calls.
  3. Challenge the media: Ask the caller to perform a simple action live, such as turning left or showing today’s date on paper. Watch for unusual lighting, frozen teeth/tongue, out-of-sync blinks, or jerky shadows.
  4. Never click payment links in texts: Go directly to your bank app; don’t follow links or numbers supplied in the message.
  5. Treat celebrity money ads as scams: ASIC-licensed financial advertisements on major platforms in Australia are moving to stricter verification; if you don’t see clear provenance, assume it’s fake.

Practical prevention

  • Use passkeys or app-based 2FA (prefer authenticator apps over SMS where possible).
  • Use a password manager and create unique passwords for every account.
  • Use PayID namechecking; consider transfer limits and “cooling-off” delays for new payees.
  • Keep devices up to date; use built-in password and website warnings.
  • Hide your voice and video samples from public profiles where practical; lock down who can direct message or tag you.

Scenarios based on actual scam techniques

Scenario 1: The Urgent Bank Security Call

Characters:

  • John, a 52-year-old teacher in Sydney
  • Scammer posing as “Mary from his bank” using a cloned voice

What happened

John received a call late at night. The caller, sounding exactly like his bank’s security officer (based on a voice sample lifted from an old radio interview John once did), told him that his account was under cyberattack and he needed to transfer $25,000 into a safe-holding account urgently.

The caller used urgent, fearful language: “We can see criminals draining your account right now.” John, panicked, made the transfer through the link they texted him.

Implications

  • John lost $25,000, unrecoverable because he authorised the transaction.
  • He spent weeks dealing with ID theft risks after sharing personal details with the caller.
  • Emotional stress: loss of sleep, anxiety about financial security.

What could have stopped it

  • Stop & breathe: Urgent requests = red flag.
  • Verify out-of-band: Call back using the number on the back of the bank card, not the one given in the text.
  • Channel check: Banks never ask for transfers via text links or over the phone. 

Scenario 2: The Celebrity Investment Video

Characters:

  • Priya, a small business owner in Melbourne
  • Scammer running a fake crypto investment ad using a deepfake video of a famous Australian TV presenter

What happened

Priya saw a slick Facebook ad featuring a well-known TV presenter explaining how she “doubled her money” with a new crypto platform. The lip movements and voice were nearly perfect, yet clearly a deepfake.

She clicked through, spoke with support staff, and invested $10,000 via bank transfer, expecting guaranteed returns. The platform vanished after two weeks.

Implications

  • Total financial loss.
  • Ongoing spam calls targeting Priya for more investments — she was added to a victim list sold on the dark web.
  • No legal recourse: the ad originated offshore; complex jurisdictional issues.

What could have stopped it

  • Challenge the media: No genuine investment opportunity relies on urgency or secrecy.
  • Treat celebrity money ads as scams: ASIC warns that guaranteed returns are a scam.
  • Report immediately to Scamwatch and eSafety for ad takedown. 

Scenario 3: The Deepfake “Boss” on Video Call

Characters:

  • Li Wei, accounts officer in a Brisbane construction firm
  • Scammers impersonating her CEO and two other managers in a deepfaked Zoom call

What happened

Li Wei joined a Zoom call where she saw her CEO and two colleagues asking her to urgently pay $250,000 to a new overseas supplier. The faces blinked, nodded, and spoke naturally — but it was a fully AI-generated video based on real LinkedIn photos and YouTube speeches.

Trusting the “CEO,” she processed the payment. 

Implications

  • $250,000 company loss; internal investigation triggered.
  • Regulatory reporting obligations under anti-fraud and corporate governance rules.
  • Staff morale issues; fear of disciplinary action despite being a victim herself.

What could have stopped it

  • Challenge the media: Request a live “safe word” or a unique gesture during video calls.
  • Maker-checker control: Payments should require a second verification via a different channel (e.g., phone or SMS to the CEO).
  • Incident response drill: Staff need training for deepfake risks in payment authorisation.


28 October 2025
A Practical Guide to Running Your Family Business in Australia
2 September 2025
Land tax in Australia: exemptions, tips and lessons Land tax is one of those quiet state-based taxes that does not grab headlines like income tax or GST, but impacts property owners once thresholds are crossed. It applies when the unimproved value of land exceeds a certain amount, which differs from state to state. Principal places of residence are usually exempt, but investment properties, commercial holdings, and certain rural blocks may be subject to taxation. For individuals and small businesses, land tax is worth paying attention to because exemptions can make the difference between a manageable annual bill and a nasty surprise. A recent case in New South Wales (Zonadi case ) has sharpened the focus on when land used for cultivation qualifies for the primary production exemption. The lessons are timely for farmers, winegrowers and anyone with mixed-use rural land. The basics of land tax Each state and territory (except the Northern Territory) imposes land tax. Key features include: Assessment date : Usually determined at midnight on 31 December of the preceding year (for example, the 2026 assessment is based on ownership and use as at 31 December 2025). Thresholds : Vary across jurisdictions. For example, in 2025, the NSW threshold is $1,075,000, while in Victoria it is $300,000. Exemptions : Principal place of residence, primary production land, land owned by charities and specific concessional categories. Rates : Progressive, with higher landholdings paying higher rates. Unlike council rates, which fund local services, land tax is a revenue measure for states. It is payable annually and calculated on the total taxable value of landholdings. Primary production exemption Most states exempt land used for primary production from land tax. The policy aim is precise: farmers should not be burdened with land tax when using their land to produce food, fibre or similar goods. However, the details of what constitutes primary production vary. Qualifying uses generally include: cultivation (growing crops or horticulture) maintaining animals (grazing, dairying, poultry, etc.) commercial fishing and aquaculture beekeeping Sounds straightforward, but the catch is in how the land is used and for what purpose. Lessons from the Zonadi case The Zonadi case involved an 11-hectare vineyard in the Hunter Valley. The land was used for: 4.2ha of vines producing wine grapes a cellar door and wine storage area a residence and tourist accommodation some trees, paddocks and access ways During five land tax years in dispute, the taxpayer sold some grapes directly but used most of the crop to make wine off-site, which was then sold through the cellar door. Income was derived from grape sales, wine sales and tourist accommodation. The NSW Tribunal had to decide whether the land’s dominant use was cultivation for the purpose of selling the produce of that cultivation (a requirement under section 10AA of the NSW Land Tax Management Act). The outcome was a blow for the taxpayer. The Tribunal said: Growing grapes was indeed a form of cultivation and amounted to primary production. But cultivation for the purpose of making wine did not qualify, because the exemption only applies where the produce is sold in its natural state. Wine is a converted product, not the product of cultivation. Although some grapes were sold directly, the bulk of the financial gain came from wine sales. Therefore, the dominant use of the land was cultivation to make and sell wine, which is not exempt. The exemption was denied, and the taxpayer was left with a land tax bill. Why this matters For small businesses, especially those that combine farming with value-adding activities such as processing or tourism, the case serves as a warning. The line between primary production and secondary production can determine whether a land tax exemption applies. If most income comes from a cellar door, farmstay, or product manufacturing, the exemption may be at risk, even though cultivation is occurring on the land. Different rules in Victoria Victoria takes a broader view. It defines primary production to include cultivation for the purpose of selling the produce in a natural, processed or converted state. In other words, grapes sold for wine production would still be considered primary production. The only further hurdle is the “use test”, which depends on location: outside Greater Melbourne: land must be used primarily for primary production within urban zones: land must be used solely or mainly for the business of primary production Had Zonadi been in Victoria, the outcome could have been very different. The vineyard would likely have been exempt from this requirement. State-based comparisons Here’s a snapshot of how land tax treatment differs across states when it comes to cultivation and primary production:
by Ian Campbell 10 July 2025
Shila is taking the leap