Prof. Jan Ondrus, Head of the Digital Disruption Chair at ESSEC Business School Asia-Pacific, shares his latest in a series of original topics of research – this time addressing a scourge that everyone has lived – scams – and that some citizens turn from a vigilante hobby into a job: tracking down the scammers and baiting them into shutting down their unethical operations.

Online fraud – the scourge of the early 21^st century

Online fraud emerges against the backdrop of a rapidly expanding global scam industry. It now generates enormous financial losses worldwide and increasingly relies on sophisticated transnational networks operating across multiple jurisdictions. These criminal organizations often exploit technological innovation, artificial intelligence, and global communication infrastructures while remaining difficult for law-enforcement agencies to investigate and prosecute. The challenge is particularly acute because victims, perpetrators, and criminal infrastructures are frequently located in different countries, creating significant obstacles for coordinated enforcement.

In response to these limitations, a growing community of online activists has emerged. Known as “scam baiters,” these individuals deliberately engage with scammers, pretending to be potential victims in order to waste criminals’ time, gather information, document fraudulent practices, and educate the public. Some go further by collecting intelligence, supporting investigations, or even disrupting scam operations through technical interventions. Through social media platforms, particularly YouTube, their activities have attracted millions of followers and transformed what was once a niche activity into a visible online movement.

Of Two Competing Logics: Pursuing justice and building an online audience

Prof. Ondrus argued that this evolution creates a fundamental tension. Traditional vigilantism is typically anonymous, mission-driven, and conducted away from public attention. Social media, by contrast, rewards visibility, audience growth, engagement, and monetization. As scam baiters accumulate followers and generate revenue through advertising, sponsorships, donations, and memberships, they increasingly operate at the intersection of two competing logics: pursuing justice and building an online audience.

The research identifies several distinct profiles within the scam-baiting community. Some participants remain primarily motivated by public service and community protection, engaging in scam baiting as a voluntary activity. Others focus more heavily on entertainment, producing highly visible content designed to attract large audiences. A third group possesses advanced technical skills and actively collaborates with law-enforcement agencies by gathering intelligence and exposing criminal infrastructures. Finally, a small number of particularly successful actors combine public visibility, technical expertise, and community leadership, achieving substantial influence while simultaneously accepting significant personal and legal risks.

Vigilantes: Caught between ethical dilemmas and low returns

A central contribution of the study is its examination of the ethical dilemmas that emerge as these activities become professionalised. Vigilantes often operate in ambiguous legal territory. Some may engage in activities that would normally be prohibited, such as unauthorized access to digital systems or interference with criminal operations. While such actions may be motivated by a desire to protect victims, they also raise important questions about accountability, oversight, and legitimacy. Who should be entitled to enforce justice? Under what conditions can private citizens assume responsibilities traditionally reserved for public institutions?

The discussion also highlighted a broader paradox. The most socially valuable activities are not always the most economically sustainable. Individuals who focus on complex investigative work and collaboration with law enforcement often attract smaller audiences and generate less revenue than those producing highly entertaining content. As a result, online platforms may unintentionally reward visibility more than impact, creating incentives that can gradually shift attention away from the original mission.

Beyond questions of individual motivation, the presentation shed light on the evolving nature of cybercrime itself. Modern scams increasingly rely on sophisticated technologies, including AI-generated content, deepfakes, voice cloning, and highly organized criminal networks. At the same time, many of the individuals operating scam centres are themselves victims of human trafficking and coercion. These realities complicate simplistic narratives that divide actors into clear categories of criminals and victims. Instead, they reveal complex systems involving exploitation, technological innovation, and global inequalities.

Governments and public policy must have a greater presence

The discussion that followed broadened the analysis to questions of governance and public policy. Participants reflected on the limitations of national law-enforcement systems when confronting global digital crimes and debated whether private initiatives can meaningfully compensate for institutional shortcomings.

While there was broad agreement that scam baiters contribute to public awareness and education, many participants questioned whether volunteer communities alone can address a problem of such scale. Effective responses will likely require stronger cooperation among governments, international organizations, technology companies, and civil society actors.

Jan Ondrus concluded by emphasizing that scam baiting is not simply an internet curiosity. It provides a revealing lens through which to examine broader transformations in the digital economy. As technology reshapes the boundaries between public and private authority, citizens increasingly find themselves confronting challenges traditionally managed by formal institutions. The rise of digital vigilantism therefore raises fundamental questions about responsibility, legitimacy, and collective action in an increasingly interconnected world.

Useful links:

• Link up with Jan Ondrus on LinkedIn
• Read a related article: Political Polarisation, Artificial Intelligence, and the Proliferation of Filter Bubbles in the Digital Environment
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