O2 UK Launch FREE Crafty Lager 7726 with Ross Kemp to Tackle Scams

Broadband ISP and mobile operator Virgin Media and O2 (VMO2) have joined TV celebrity Ross Kemp to launch a new “limited-edition fraud-fighting beer” – Crafty Lager 7726, which will be offered for free and has been created to help get the nation talking about scams during International Fraud Awareness Week (12 – 18th November).

The lager includes a label that contains useful information, such as on how to report text & call scams and a reminder that consumers should NEVER share one-time passcodes over the phone, which VMO2’s research suggests 44% of people didn’t know. The related study was conducted by Censuswide with 2,007 nationally representative UK consumers during early November 2023.

The research also revealed that 23% of respondents report falling for a scam, and 41% know someone else who has. Of those who have fallen for a scam, 68% have lost money as a result, with the average loss being £393. The majority of scam victims didn’t tell their family (57%) or friends (67%) about their experience, with 30% finding it more embarrassing to talk about than their reasons for going to the doctor or tripping in public (27%).

The new lager thus aims to “break down the shame barrier” by encouraging people to start a conversation about fraud, what to look out for and actions to take to remain safe.

Ross Kemp said:

“I’ve teamed up with Virgin Media O2 in the fight against scammers to launch Crafty Lager 7726 and help put fraud top of the agenda when catching up with mates or family for a drink. With these fraudsters continually adapting their tactics, it’s important to keep your guard up. If you receive a call or a text unexpectedly, offering a deal too good to be true and asking for a security code, don’t share it; just hang up – it’s almost certainly a scam.

The more we talk about fraud the better we become at spotting the signs. So, whether it’s a beer or a brew, whatever your choice of beverage, why not take the chance to have a chat over a drink and break the taboo.”

Rob Orr, Chief Operations Officer at VMO2, said:

“Awareness of common scams and tactics can help consumers fight the phoneys, so we are arming Brits with the tips and tools they need to protect themselves. That’s why we’re proud to launch Crafty Lager 7726; which puts top tips on staying safe into consumers’ hands, kickstarting a national conversation.

We can all help by reporting dodgy messages and calls to 7726. By taking just a few seconds to forward them on, we can investigate and shut down frauds faster and further improve our blocking technology to stop future scams in their tracks.”

Members of the public can claim two free cans of Crafty Lager 7726 or a non-alcoholic beer in select pubs across the UK by simply quoting the number ‘7726’ at the bar, but the small print notes that this is only available until 30th November 2023 and while stocks last. Drink responsibly.

The operator has partnered with Proper Pubs, the community wet-led operator division of Admiral Taverns and Off Broadway in London’s Hackney, to make Crafty Lager 7726 available for free for a limited time only in selected pubs across the UK.