The place to report fraud
Action Fraud (actionfraud.police.uk) scores 74 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Government brands, Legal brands, in the 40th percentile of 6327 Government brands.
Action Fraud is the UK's national reporting centre for fraud and cyber crime, serving England, Wales, and Northern Ireland. It provides a single channel for individuals and businesses to report incidents to the police, access prevention advice, and find support services. Positioned as the official point of contact for such crimes, it aims to help people report, prevent, and recover from fraud and cyber crime.
| Brand Name | Action Fraud |
|---|---|
| Domain | actionfraud.police.uk |
| Industry | Government, Legal |
| Main Competitors | Internet Crime Complaint Center (IC3), Federal Trade Commission Consumer Sentinel, Better Business Bureau Scam Tracker (92/100), Cifas, National Cyber Security Centre, Get Safe Online, Citizens Advice (85/100) |
Moz Domain Authority 70/100 vs category average 50 / leader 97 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #43,998 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
Action Fraud has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Report Fraud UK is the place to report, prevent, and learn about cyber crime & fraud" (Meta description: 16 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 3 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, WordPress, Ghost, Gatsby.
Social footprint: verified profiles on Instagram, Facebook, X (Twitter); no detected presence on LinkedIn, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Action Fraud?", Claude could identify the brand as of October 2026. Action Fraud is the UK's national reporting centre for fraud and cybercrime, run by the City of London Police. It lets individuals and businesses report scams, fraud, and online crime, which feeds into the National Fraud Intelligence Bureau for analysis and investigation. Best known for Being the UK's official online and phone reporting service for fraud and cybercrime.
When asked "Best brands similar to Action Fraud?", Claude would recommend Action Fraud as of October 2026. It's the standard, go-to official channel in the UK for reporting fraud, so it's highly relevant when discussing government anti-fraud services.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Action Fraud's main competitors in Government: Better Business Bureau Scam Tracker (92/100), Citizens Advice (85/100).
Sources: Brand Analyzer scan
Action Fraud offers a fraud and cyber crime reporting service that forwards cases to the police, prevention advice to help individuals and businesses protect themselves, and signposting to support services for victims recovering from fraud or cyber crime.
Sources: Action Fraud official site
Action Fraud is the UK's national reporting centre for fraud and cyber crime, serving England, Wales, and Northern Ireland. It operates as the official point of contact through which victims can report fraud and cyber crime incidents to the police, and access prevention advice and support resources.
Sources: Action Fraud official site
Action Fraud has moderate AI-search visibility, scoring 52/100 on Brand Analyzer's AI visibility composite (visibility 50, trust 60, recommendation 45). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Action Fraud official site
Action Fraud allows individuals and businesses to report incidents of fraud and cyber crime, forwarding reports to law enforcement for investigation. It also provides prevention advice to help people protect themselves from such crimes and connects victims with support services to aid recovery.
Sources: Action Fraud official site
Action Fraud scores 45/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Government options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Action Fraud official site
Action Fraud is known for being the official national reporting centre for fraud and cyber crime in England, Wales, and Northern Ireland, serving as the primary channel through which the public and businesses report such incidents to the police.
Sources: Action Fraud official site
Action Fraud can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Action Fraud official site
Action Fraud is used by individuals and businesses in England, Wales, and Northern Ireland who have been affected by fraud or cyber crime, as well as those seeking advice to protect themselves from becoming victims.
Sources: Action Fraud official site
Action Fraud scores 52/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Action Fraud has a limited AI-visibility profile at 52/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (60/100) and its weakest is recommendation likelihood (45/100). It benefits from a recognised Wikipedia company entity, a global traffic rank of #43,998 (Tranco) and a Moz Domain Authority of 70/100. The main gaps holding it back: no strong Wikidata entry and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Action Fraud from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Action Fraud: Accenture Federal Services (74/100), ACCC (74/100), Arbeitsamt der Deutschsprachigen Gemeinschaft Belgiens (74/100), Ad Standards (74/100).
A step up - brands to learn from: Zadar Tourist Board (81/100), The Young Foundation (81/100).
Category leader: ABC News (96/100).
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