HARRISBURG, PA — Pennsylvania Attorney General Dave Sunday joined attorneys general from 13 other states in launching a multi-state public service announcement campaign aimed at curbing a sharp rise in gift card fraud during the peak holiday redemption season.
The campaign, funded by the Gift Card Fraud Prevention Alliance, comes as millions of Americans begin using gift cards received over the holidays, a period consumer protection officials say is especially lucrative for scammers. The PSAs will run through January 31, 2026, and emphasize that while gift cards themselves are safe, consumers must remain alert to common fraud tactics.
The coordinated messaging warns against scams in which criminals impersonate government agencies, retailers, utilities, or even family members, pressuring victims to purchase gift cards and quickly share the codes. Once the codes are provided, the funds are typically unrecoverable, often leaving victims with significant financial losses.
Sunday said the timing of the campaign is intentional, as both consumers and retailers face heightened risk during the holiday season. He said protecting Pennsylvanians from scams and organized retail crime remains a priority because fraud ultimately drives up costs for consumers and undermines legitimate businesses.
Retail industry leaders echoed those concerns, noting that gift cards remain an attractive target for organized retail crime networks because they are widely available and difficult to trace. John Holub, president of the Pennsylvania Retailers’ Association, said retailers continue to invest in fraud prevention tools while working closely with law enforcement to identify and disrupt criminal activity.
The Gift Card Fraud Prevention Alliance said the campaign is designed not only to deter criminals but also to give consumers clear guidance on how to protect themselves. Lisa LaBruno, executive director of the RILA Communities Foundation, which leads the alliance, said the PSAs reinforce a simple rule: legitimate government agencies and reputable companies never demand payment via gift cards, and requests for secrecy or immediate action are major warning signs.
Consumer protection officials urged anyone who believes they have been targeted by a gift card scam to report it immediately to their state attorney general’s office. They said each report helps investigators track patterns, identify organized networks, and build stronger cases against fraud operations.
Attorneys general participating in the campaign represent Arkansas, Kentucky, Delaware, Michigan, the District of Columbia, Nevada, Georgia, Oregon, Illinois, Pennsylvania, Iowa, South Dakota, Kansas, and Washington.
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