• More than half (53%)* of UK adults have stayed on an unexpected phone call for longer than they wanted to with nearly 1 in 3 (32%) worrying it could seem “rude” to end the conversation quickly. 

• New Take Five to Stop Fraud campaign launched to encourage the public to resist the instinct to be polite, which criminals exploit to keep us engaged, build trust, apply pressure and persuade people to hand over money or personal information. 

• The Art of Impoliteness, fronted by Craig Revel Horwood as the campaign’s ‘Professor of Impoliteness’, encourages people to hang up, shut the door, close the email or simply say no. 

New research published today by Take Five to Stop Fraud reveals that the British instinct to be polite could be leaving millions of people more vulnerable to fraud, with more than half (53%) of UK adults saying they stayed on an unexpected phone call longer than they wanted to in the past year.  

The nationally representative survey found more than 1 in 4 (27%) admit they feel uncomfortable ending unexpected phone calls early, with almost 1 in 3 (32%) worrying it would seem rude to end the conversation quickly. In response, Take Five to Stop Fraud is launching The Art of Impoliteness, a new campaign fronted by the nation’s favourite straight-talker, Craig Revel Horwood, to help people feel more confident protecting themselves

The ‘politeness problem’ criminals are exploiting 

Almost all UK adults (93%) say they were brought up to be polite to people they don’t know – showing how social norms around politeness can make it harder for people to end interactions. Fraudsters are experts at exploiting these behaviours, using unexpected phone calls, doorstep conversations, emails and messages to build trust, create urgency and pressure people into sharing personal information or sending money. 

The new research also found that more than 1 in 4 (26%) people feel uncomfortable questioning someone claiming to represent a public organisation or essential service provider such as a bank, the police, HMRC, a delivery company or a utility provider. This is significant given that £92.4m was stolen by criminals through impersonation scams in the UK last year (out of a total £1.28 billion lost to fraud)¹

This new campaign stars Take Five’s ‘Professor of Impoliteness’, Craig Revel Horwood, encouraging people to rethink what good manners look like when faced with an unexpected request for money or personal information. Through a series of tongue-in-cheek anti-etiquette lessons, Craig reminds the public that, it’s perfectly acceptable to hang up, shut the door, close the email or simply say “no”.  

Jess Cook, spokesperson for Take Five to Stop Fraud said:

“Criminals know it can feel uncomfortable to end a conversation abruptly or question someone claiming to represent a trusted organisation. They exploit our instinct to be polite to keep us engaged for longer, and every extra minute gives them more opportunity to build trust, create urgency and persuade us to hand over money or personal information.

 

The Art of Impoliteness is about giving people permission to put protection before politeness. If someone unexpectedly asks for your money or personal information, stop the interaction. Hang up, shut the door, or simply say no. Then verify independently using contact details you trust.  Any genuine organisation won’t mind you taking the time to check it’s really them.”

National treasure Craig Revel Horwood said:  

“People know I’m not afraid to tell it like it is. Some would say I could do with a few more manners myself! But when it comes to fraud, being a bit rude is exactly the right thing to do. If someone unexpectedly asks for your money or personal information, don’t feel obliged to keep the conversation going. going. It’s perfectly acceptable to stop, take your time and check they’re really who they say they are. You don’t owe anyone your time just because they asked for it.”

Everyone can master the Art of Impoliteness 

While fraudsters’ tactics continue to evolve, their objective remains the same: to keep you engaged long enough to persuade you to hand over money or personal information. To protect yourself from fraud, the Take Five to Stop Fraud campaign reinforces three simple steps:  

• Stop – You have the right to stop and think before parting with your money or information. It could keep you safe. 

• Challenge – Hang up, shut the door, close the email or simply say ‘no’. Only criminals will try to rush or panic you. 

• Protect – Contact your bank immediately if you think you’ve been scammed and tell the Police at reportfraud.police.uk or on 0300 123 2040.  

To find out more about the Take Five to Stop Fraud’s The Art of Impoliteness campaign and how to protect yourself from fraud, visit: https://www.takefive-stopfraud.org.uk/impolite 

-ENDS-

About the research  

¹ Research conducted on behalf of UK Finance by Opinium Research between 10th – 14th July 2026 among a nationally representative sample size of 2,000 UK adults. 

*More than half (53%) of UK adults saying they stayed on an unexpected phone call longer to. This data point refers to unexpected phone calls from the past 12 months.  

² UK Finance Fraud Report 2026.pdf 

About Take Five to Stop Fraud 

Take Five to Stop Fraud is a national campaign that empowers individuals and businesses across the UK to protect themselves against financial fraud. Led by UK Finance, in partnership with the banking and financial services sector, our mission is simple: to help everyone confidently challenge suspicious activity and protect themselves from fraud and scams. 

About The Art of Impoliteness 

• The Art of Impoliteness is part of Take Five to Stop Fraud, the national fraud prevention campaign led by UK Finance. The campaign is built on a simple insight: fraudsters exploit our instinct to be polite, using it to keep conversations going so they have more opportunity to build trust, apply pressure and influence our decisions. 

• Whether it’s an unexpected phone call, knock at the door, text message or email, criminals rely on keeping people engaged. They know it can feel uncomfortable to end a conversation abruptly, question someone claiming to represent a trusted organisation or simply say no.  

• The Art of Impoliteness encourages people to turn traditional rules of etiquette on their head. Led by Take Five’s Professor of Impoliteness, Craig Revel Horwood, the campaign gives people permission to stop the interaction, take their time and verify independently before responding.  

• If someone unexpectedly asks for your money or personal information, you have every right to end the conversation. Any genuine person or organisation will understand if you want to check they’re really who they say they are.