Norway's consumers were defrauded of an estimated 2 billion kroner in 2025, with a surge in gift card scams prompting a major retailer's nationwide warning. Coop has issued a direct alert to customers after reporting a sharp increase in cases, particularly among older individuals. The scam typically involves fraudsters pressuring victims to buy Apple gift cards and share the redemption codes.
A Store Manager's Warning
Hilde Bjørsvik, store manager at Coop Mega in Molde, confirmed the worrying trend. She said her team is seeing more incidents where customers, often elderly, are manipulated into purchasing the cards. The scam artists often pose as authority figures, such as police or tax officials, or fabricate emergencies involving family members to create urgency and bypass the victim's critical judgment.
âWe see the same trend as the Molde store describes, with more instances where customers are asked to buy Apple gift cards and share the codes,â said Kristin Estil Jacobsen, communications advisor for Coop Norway. She strongly recommends that anyone who suspects fraud should contact the police immediately on 02800. This direct plea from a national chain underscores the severity and prevalence of the issue.
How the Scam Operates
The fraud relies on social engineering and pressure. The victim receives a call, email, or text message creating a false crisis. They are instructed to go to a store, purchase specific gift cardsâoften Apple cards due to their liquidity and difficulty to traceâand then read the PIN codes over the phone or send them via photo. Once the code is shared, the scammer instantly drains the card's value, and the money is virtually impossible to recover. The use of gift cards converts the victim's cash into an untraceable digital currency for criminals.
National Countermeasures Activated
In response to the rising number of fraud cases, Coop has activated several national prevention measures. The company has begun posting clear warning signs directly on gift card displays in its stores. These signs carry a blunt message: âBeware of gift card fraud. Do NOT share your code!â
Additionally, Coop has prepared informational leaflets kept at checkouts. Cashiers can hand these to customers if they suspect something is wrong during a purchase. âIt explains the most common fraud methods, gives advice on what to look out for, and refers to the police on 02800 if the customer suspects something is wrong,â Jacobsen explained.
The retailer has also implemented national procedures and a dedicated training course for employees on how to handle these sensitive situations. Staff are encouraged to ask questions if a customer is buying large amounts of gift cards and to intervene with the prepared information. Some stores have also moved high-value gift cards behind the counter to allow for a mandatory conversation between staff and the buyer.
A Persistent Threat Despite Minor Dip
Malin Eriksson, department head of the fraud division at DNB, describes gift card fraud as a significant problem for banks. She noted a slight decrease in cases towards the end of 2025 but cautioned against optimism. âIt is too early to conclude a permanent declineâthis is a type of fraud that can quickly flare up again,â Eriksson stated. This pattern is common with social engineering scams, which evolve and resurge with new narratives.
Demographic data reveals the scam's primary targets. âDNB sees that this type of fraud to the greatest extent affects customers in the older age groups,â Eriksson confirmed. While younger people are also targeted, they are affected to a much lesser degree. Older adults may be less familiar with the digital nature of these scams, more trusting of apparent authority, or more susceptible to pressure about a family member in peril.
The Broader Landscape of Financial Fraud
The 2 billion kroner estimate from Ăkokrim, the Norwegian National Authority for Investigation and Prosecution of Economic and Environmental Crime, places gift card scams within a larger ecosystem of financial fraud. This figure encompasses various methods, but the aggressive push by retailers like Coop indicates gift card fraud constitutes a substantial and growing segment. The public warning from a private company is a notable step, suggesting traditional law enforcement channels are being supplemented by frontline, private-sector intervention.
Consumer protection agencies stress that no legitimate organization will ever demand payment via gift cards. The police, the tax authority, utility companies, or any credible institution will not ask for iTunes or Google Play cards as payment for fines, fees, or debts. This is the key red flag consumers must remember.
A Community Defense Strategy
Coopâs strategy effectively turns its nationwide network of stores and employees into a first line of defense. By equipping cashiers with knowledge and tools, and by plastering warnings at the very point of purchase, the company aims to disrupt the scam at the moment of transaction. This public-private approach is crucial because the fraud originates outside the store, via phone or internet, but is finalized at the retail counter.
The collective action highlights a shift towards shared responsibility in combating digital-age crime. While law enforcement pursues the criminals, retailers and banks are taking proactive steps to protect customers where they are most vulnerable: during the pressured, confused moment when they are attempting to comply with the scammer's instructions.