What is Vishing and How to Protect Youself

Added on: 22/10/2024 In today’s digital world, scammers are always evolving their tactics to deceive individuals, and one of the most alarming methods is “vishing.” This sophisticated attack preys on the trust and vulnerability of individuals by using voice calls to steal sensitive information, and it’s becoming increasingly common. But what exactly is vishing, and why is it so dangerous? More importantly, how can you protect yourself from these fraudsters?

What is Vishing?

Vishing, short for “voice phishing,” is a type of social engineering attack where criminals use voice calls to trick victims into divulging personal information, such as passwords, credit card details, or social security numbers. Just like email-based phishing attacks, vishing relies on creating a sense of urgency or fear in the victim, pushing them to act quickly without verifying the legitimacy of the request.

The attackers usually impersonate trusted institutions like banks, tech companies, government agencies, or even popular services such as Google or Microsoft. They might claim there’s a problem with your account, warn you about suspicious activity, or offer a refund, all to manipulate you into providing sensitive information over the phone. These calls can appear incredibly convincing, often using technologies like caller ID spoofing to make it seem like they’re calling from legitimate numbers.

The Dangers of Vishing

Vishing attacks can be highly damaging for several reasons:

1. Trust and Authority: Attackers often pose as representatives of legitimate organisations, making the victim more likely to trust them. They might even use the official phone numbers of banks, tech companies, or government agencies, creating a sense of authority that pushes the target to comply.
2. Real-Time Interaction: Unlike phishing emails, which can be flagged or ignored, vishing involves real-time interaction. This puts pressure on the victim to act immediately, often leaving little time for second thoughts or fact-checking.
3. Sensitive Information: Scammers are often after highly sensitive information, such as financial details, account login credentials, or even access to computer systems. In many cases, victims may not realise they’ve been scammed until after their accounts have been compromised, at which point it may be too late.
4. Emotional Manipulation: Vishing attackers often use emotional manipulation to scare their targets. They might claim that if the victim doesn’t act immediately, they could lose money, be fined, or face legal trouble. This fear-based approach is highly effective, particularly with vulnerable individuals, such as the elderly.

Real-Life Example: Spoofing Google’s Phone Number

One particularly alarming vishing technique involves scammers spoofing Google’s phone number and domain, making their attacks seem even more believable. Here’s how such a scam typically unfolds:

The victim is alerted that someone wants to access or has already accessed their Gmail account. The prompt is followed shorty by a phone call with Google’s legitimate number. On the phone, the victim will discuss with a “Google representative”, which in reality is just an AI voice following a script set by the scammer.

To make the situation more convincing, the scammer might refer the victim to a fake Google support website (which looks identical to the real one) to “verify” the details. They might ask the victim to confirm their account information, give out a one-time verification code, or even provide remote access to their device for “security” purposes. In this heightened state of fear, the victim may comply without thinking, effectively handing over full control of their account.

This type of vishing scam is particularly dangerous because of how closely it mimics a legitimate interaction with a trusted company. The attackers take advantage of the fact that Google is a company millions of people interact with every day, and most users are already wary of cybersecurity threats. By spoofing Google’s phone number and directing victims to a near-perfect replica of its website, scammers add a veneer of authenticity that makes it incredibly difficult to detect the fraud.

How to Protect Yourself from Vishing

Protecting yourself from vishing requires a combination of skepticism and practical steps:

1. Verify the Caller: If you receive an unexpected call from a company or organisation, don’t provide personal information right away. Hang up and call the official customer service number found on the company’s website to verify the legitimacy of the request.
2. Don’t Rely on Caller ID: Caller ID can be easily spoofed. Even if the number appears to be from a legitimate source, always double-check before giving away sensitive information.
3. Avoid Immediate Action: Scammers often create a sense of urgency. If a caller demands immediate action or asks for sensitive information, it’s a red flag. Take your time to verify the request.
4. Do Not Share Sensitive Information: Never share passwords, bank details, or one-time verification codes over the phone unless you’re absolutely sure who you’re speaking to.
5. Report Suspicious Calls: If you suspect you’ve received a vishing call, report it to the company the scammer was impersonating, as well as to your local fraud reporting agencies. This helps authorities track and mitigate these scams.

Vishing is a serious and growing threat in the digital age, with scammers using ever more convincing tactics to trick people into revealing sensitive information. By being aware of how vishing works, understanding the dangers, and following best practices for avoiding these scams, you can better protect yourself from falling victim to such attacks. Always stay vigilant, question unexpected calls, and prioritize your privacy and security above all.

LG Smart TVs Now Use Emotionally Intelligent Ads with Zenapse AI Technology

In a bold move shaping the future of connected TV advertising, LG Electronics has partnered with artificial intelligence company Zenapse to introduce emotionally intelligent advertising to its smart TVs. This AI-driven innovation uses advanced emotional analytics to deliver personalised ads based on viewers’ psychological and emotional profiles. <h2 class= "text-heading">What Is Emotionally Intelligent Advertising?</h2> Emotionally intelligent advertising is the next evolution in personalised marketing. Rather than just targeting users based on demographics, browsing behaviour, or viewing history, this method leverages emotion-based data to tailor content more precisely. At the center of this technology is Zenapse’s Large Emotion Model (LEM), a proprietary AI system that maps out psychological patterns and emotional states across various audiences. When integrated into LG’s Smart TV platform, this model works in tandem with the TVs’ first-party viewership data to identify how users feel while watching content—and delivers ads that resonate on a deeper level. <h2 class= "text-heading">How LG’s Smart TV AI Works with Zenapse</h2> LG’s smart TVs already employ Automatic Content Recognition (ACR), a tool that gathers data about the content viewers consume, including shows and apps accessed through external devices. This gives LG valuable insight into a household’s viewing preferences. By combining ACR data with Zenapse’s emotion-detection AI, advertisers can now deliver highly relevant, emotionally-tuned ad experiences that reflect the viewer’s mindset. For example: • A user showing patterns of stress may see wellness or mindfulness ads. • A family engaging in uplifting content might receive vacation or family-focused brand messages. This is far beyond traditional contextual advertising—it’s what experts are calling emotionally-aware targeting. <h2 class= "text-heading">Data Privacy and Ethical Considerations</h2> As with all AI-powered personalisation, privacy is a major concern. LG’s smart TVs collect data through ACR, and while users can opt out, this type of emotionally aware targeting requires even more granular behavioural data. Consumer advocacy groups warn that technologies which infer mental or emotional states could cross ethical boundaries if not regulated properly. Transparency, consent, and data control will be key for LG and Zenapse to maintain user trust. LG has stated that all data used is anonymised and consent-based, but the introduction of emotion-based ads will likely renew calls for updated privacy legislation in the smart home and streaming ecosystem. <h2 class= "text-heading">What’s Next for Smart TV Advertising?</h2> This partnership signals a major shift in how ads are delivered on smart TVs. With emotionally intelligent AI models now in play, we can expect: • More platforms to adopt emotion-based personalisation • Expanded use of machine learning for real-time emotional detection • Regulatory scrutiny over AI and mental-state inference For now, LG and Zenapse are pioneering a new frontier in AI-driven, emotion-aware media experiences—one that could redefine the relationship between brands and consumers in the living room. Read more

How Data Brokers and AI Shape Digital Privacy: The Role of Publicis and CoreAI

In the digital age, vast amounts of personal data are being collected, analysed, and sold by data brokers—companies that specialise in aggregating consumer information. These entities compile data from various sources, creating highly detailed profiles that are then sold to advertisers, businesses, and even political organisations. One of the key players in this evolving landscape is Publicis Groupe, a global advertising and marketing leader, which has developed CoreAI, an advanced artificial intelligence system designed to optimise data-driven marketing strategies. This article explores how data brokers operate, the privacy concerns they raise, and how AI-powered marketing technologies like CoreAI are transforming digital advertising. <h2 class= "text-heading">What Are Data Brokers?</h2> How They Operate Data brokers collect and process personal data from a variety of sources, including: • Public Records: Government databases, voter registration files, and real estate transactions. • Online Behaviour: Website visits, search history, and social media activity. • Retail Purchases: Credit card transactions and loyalty program memberships. • Mobile Data: Location tracking from smartphone apps. This information is aggregated into comprehensive consumer profiles that categorise individuals based on demographics, behaviour, interests, and financial status. These profiles are then sold to companies for targeted advertising, risk assessment, and even hiring decisions. Privacy Concerns The mass collection and sale of personal data raise significant privacy issues, including: • Lack of Transparency: Most consumers are unaware that their data is being collected and sold. • Potential for Misuse: Personal information can be exploited for identity theft, scams, or discriminatory practices. • Limited Regulation: Many countries lack strict laws governing the data brokerage industry, allowing companies to operate with minimal oversight. In response to these concerns, regulatory bodies such as the Consumer Financial Protection Bureau (CFPB) are considering restrictions on data brokers, including banning the sale of Social Security numbers without explicit consent. <h2 class= "text-heading">Publicis Groupe: A Major Player in AI-Driven Marketing</h2> What is Publicis? Publicis Groupe is a global marketing and communications firm offering advertising, media planning, public relations, and consulting services. The company operates in over 100 countries and works with major brands across industries, leveraging advanced data analytics to enhance marketing campaigns. Introduction of CoreAI To further solidify its position as a leader in AI-driven marketing, Publicis introduced CoreAI in January 2024. CoreAI is an intelligent system designed to analyse and optimise vast datasets, including: • 2.3 billion consumer profiles • Trillions of data points on consumer behaviour This AI-powered tool integrates machine learning and predictive analytics to help businesses make data-driven marketing decisions, improve targeting accuracy, and enhance customer engagement. How CoreAI Uses Data CoreAI uses AI-driven insights to: • Enhance media planning: Optimising ad placements and improving ROI. • Personalise advertising: Delivering hyper-targeted ads based on individual behaviour. • Improve operational efficiency: Automating marketing tasks, reducing costs, and streamlining campaigns. Publicis has committed €300 million over the next three years to further develop its AI capabilities, reinforcing its goal of leading the AI-driven transformation of digital marketing. <h2 class= "text-heading">The Intersection of Data Brokers and AI in Advertising</h2> The combination of data brokers and AI-powered marketing platforms like CoreAI is reshaping how businesses interact with consumers. By leveraging massive datasets and machine learning, companies can: • Predict consumer behaviour with greater accuracy. • Refine targeted advertising to reach the right audience at the right time. • Enhance customer experiences through personalised content. However, this technological evolution also raises ethical and privacy concerns regarding consumer data rights, AI bias, and the potential misuse of personal information. <h2 class= "text-heading">How Consumers Can Protect Their Data</h2> Individuals concerned about data privacy can take several steps to protect their information: 1. Opt-out of data collection: Many data brokers offer opt-out options, though the process can be tedious. 2. Use privacy-focused services: Platforms like <a href= "https://sentrya.net" class= "content-link">Sentrya</a> help remove personal data from public databases. 3. Limit data sharing: Adjust privacy settings on social media, browsers, and mobile apps. 4. Stay informed: Keep track of legislation and regulations surrounding data privacy. The growing influence of data brokers and AI-driven marketing technologies is transforming the digital landscape. Companies like Publicis Groupe are pioneering AI solutions like CoreAI, offering advanced data-driven insights while raising concerns about consumer privacy. As regulations evolve, businesses and consumers alike must navigate the fine line between innovation and ethical data use. Read more

Amazon Will Save All Your Conversations with Echo

Starting 28th March, 2025, Amazon will discontinue the “Do Not Send Voice Recordings” feature on select Echo devices, resulting in all voice interactions being processed in the cloud. This change aligns with the introduction of Alexa Plus, Amazon’s enhanced voice assistant powered by generative AI. <h2 class= "text-heading">Background on the “Do Not Send Voice Recordings” Feature</h2> Previously, Amazon offered a feature allowing certain Echo devices to process voice commands locally, without sending recordings to the cloud. This feature was limited to specific models—namely, the Echo Dot (4th Gen), Echo Show 10, and Echo Show 15—and was available only to U.S. users with devices set to English. Its primary purpose was to provide users with greater control over their privacy by keeping voice data confined to the device. <h2 class= "text-heading">Transition to Cloud Processing</h2> In an email to affected users, Amazon explained that the shift to cloud-only processing is necessary to support the advanced capabilities of Alexa Plus, which leverages generative AI technologies requiring substantial computational resources. The email stated: “As we continue to expand Alexa’s capabilities with generative AI features that rely on the processing power of Amazon’s secure cloud, we have decided to no longer support this feature.” Consequently, all voice interactions with Alexa will be transmitted to Amazon’s cloud servers for processing, enabling more sophisticated and personalised responses. <h2 class= "text-heading">Privacy Controls and User Options</h2> Despite this change, Amazon emphasises its commitment to user privacy. Users will retain the ability to manage their voice recordings through the following options: • Automatic Deletion: Users can configure settings to ensure that voice recordings are not saved after processing. • Manual Deletion: Users can review and delete specific voice recordings via the Alexa app or the Alexa Privacy Hub. These measures allow users to maintain a degree of control over their data, even as cloud processing becomes standard. <h2 class= "text-heading">Implications for Users</h2> The move to mandatory cloud processing reflects Amazon’s strategy to enhance Alexa’s functionality through advanced AI capabilities. While this transition promises more dynamic interactions, it also raises concerns about data privacy and security. Users are encouraged to familiarise themselves with Alexa’s privacy settings to tailor their experience according to their comfort levels. As Amazon phases out local voice processing in favor of cloud-based AI enhancements, users must navigate the balance between embracing new technological advancements and managing their privacy preferences. Staying informed about these changes and proactively adjusting privacy settings will be crucial in this evolving landscape. Read more

Italy Data Protection Authority Blocks Chinese AI App DeepSeek Over Privacy Concerns

Italy’s Data Protection Authority, known as the Garante, has taken decisive action against the Chinese artificial intelligence application DeepSeek, citing significant concerns over user data privacy. The regulator has ordered an immediate block on the app’s operations within Italy and initiated a comprehensive investigation into its data handling practices. <h2 class= "text-heading">Background on DeepSeek</h2> Developed by Hangzhou DeepSeek Artificial Intelligence and Beijing DeepSeek Artificial Intelligence, DeepSeek is an AI-powered chatbot that has rapidly gained global popularity. Notably, it has surpassed U.S. competitor ChatGPT in downloads from Apple’s App Store, attracting attention from both users and regulatory bodies. <h2 class= "text-heading">Regulatory Actions and Concerns</h2> The Garante’s intervention was prompted by DeepSeek’s failure to provide adequate information regarding its data collection and processing methods. Specifically, the authority sought clarity on: • The types of personal data collected • The sources of this data • The purposes and legal basis for data processing • Whether user data is stored in China DeepSeek’s responses were deemed “completely insufficient,” leading to the immediate suspension of the app’s data processing activities concerning Italian users. The Garante emphasised the potential risk to the data of millions of individuals in Italy as a primary concern driving this decision. <h2 class= "text-heading">International Scrutiny</h2> Italy is not alone in its apprehensions regarding DeepSeek’s data practices. Data protection authorities in France, Ireland, and South Korea have also initiated inquiries into the app’s handling of personal information. These investigations reflect a growing global vigilance over the privacy implications of rapidly advancing AI technologies. <h2 class= "text-heading">Company’s Position and Market Impact</h2> DeepSeek has asserted that it does not operate within Italy and is therefore not subject to European legislation. However, the Garante proceeded with its investigation due to the app’s significant global download rates and potential impact on Italian users. The emergence of DeepSeek’s new chatbot has intensified competition in the AI industry, challenging established American AI leaders with its lower costs and innovative approach. The actions taken by Italy’s Data Protection Authority underscore the critical importance of transparency and compliance in the handling of personal data by AI applications. As AI technologies continue to evolve and proliferate, regulatory bodies worldwide are increasingly vigilant in ensuring that user privacy is safeguarded. The ongoing investigations into DeepSeek will serve as a significant benchmark for the enforcement of data protection standards in the AI industry. Read more

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