The Karachi School of Business & Leadership (KSBL), in collaboration with JazzCash and Mobilink Microfinance Bank Limited (MMBL), has launched a nationwide Scam Awareness Media Competition aimed at addressing the rising threat of digital financial fraud in Pakistan. The campaign seeks to promote financial literacy, strengthen user protection, and equip citizens with the knowledge to identify and avoid scams in the rapidly expanding digital economy.
The initiative comes at a time when Pakistan’s shift toward digital financial services is accelerating, with mobile wallets, online banking platforms, and app-based payment solutions becoming increasingly common. However, this growth has also been accompanied by an alarming rise in fraudulent schemes, ranging from phishing calls and deceptive SMS messages to counterfeit mobile apps and fake social media loan offers.
Supported by institutional patrons such as the State Bank of Pakistan (SBP), the Securities and Exchange Commission of Pakistan (SECP), the Pakistan Telecommunication Authority (PTA), GSMA, and Karandaaz, the campaign emphasizes a multi-stakeholder approach to tackling financial crime. By engaging journalists, bloggers, and digital creators, the program hopes to amplify awareness and empower end-users with practical knowledge on digital safety.
During the launch event, leading voices from regulatory and financial institutions highlighted the urgency of addressing these risks. Rehan Masood, Senior Joint Director for Cyber Risk Management at SBP, underscored the critical role of financial institutions in safeguarding consumer trust. Murtaza Abbas, Joint Director of Investor Education at SECP, called for sustained educational efforts, while Dr. Khurram Ali Mehran, Director General of Consumer Protection at PTA, pointed to the evolving nature of scams tied to utility payments, subsidy programs, and online shopping events. Bensen Koh, Senior Policy Manager for Southeast Asia at GSMA, reinforced the importance of building a global knowledge-sharing ecosystem to protect digital finance users.
Khayyam Siddiqi, Head of Corporate Communication and Customer Care at JazzCash, stressed that technology alone cannot eliminate fraud. He noted that raising awareness is essential in preparing consumers for the evolving tactics employed by scammers. “Protecting financial services users from scams is crucial as Pakistan moves forward towards becoming a cashless society. This initiative reinforces the need for collaboration to build a safer and more trusted digital finance ecosystem,” he remarked.
The Scam Awareness Media Competition has been positioned as a platform where journalists and digital content creators can produce and showcase impactful work on digital safety. The program is expected to encourage responsible reporting and content creation that not only educates but also builds resilience among users against fraud.
The competition will be coordinated by Kamal Siddiqi, a prominent journalist, and submissions will be reviewed by an esteemed jury comprising experts and industry leaders. Among the panel are Azhar Abbas, Managing Director of Geo News, and Samia Salik, Gender Lead for Women’s Economic and Digital Inclusion at Karandaaz. Winners of the competition will be honored in a recognition ceremony hosted at KSBL, further underlining the importance of media’s role in strengthening consumer protection.
With Pakistan’s digital transformation gathering pace, initiatives like this highlight the importance of awareness and education as frontline defenses against cyber and financial crimes. The collaboration between academia, financial institutions, regulators, and media demonstrates a collective effort to ensure digital progress does not come at the cost of consumer safety.
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