Swindles in the 1990s: con artists are thriving.

• Author: Marvin, Mary Jo

WOULDN'T YOU like eternal youth, a new roof at rock-bottom prices, an all-expenses-paid vacation to Hawaii, and/or a sweepstakes prize worth millions? Con artists always have exploited all-too-human hopes and desires to get something for nothing through such classic scams as pyramid investment schemes, "pigeon drop" and "bank examiner" cons, and home repairs.

Today's con artists also use telecommunications and computer technology to prey on victims who may be thousands of miles from the criminal's home base. Almost everyone's mail contains at least one offer of a contest prize, miracle cure, or fabulous investment opportunity. Fraudulent telemarketers have approached nine out of 10 Americans, according to a Louis Harris survey conducted for the National Consumers League. It also found that two of three people did not know where to go for help when they suspected a telemarketing scam. Law enforcement officials say that fraud of all types is vastly underreported, largely because victims are embarrassed to admit that someone they trusted made them look foolish.

No one knows the true costs of fraud, but it has been estimated that telemarketing scams alone swindle individuals out of $40,000,000,000 a year. As con artists become increasingly sophisticated, consumers find it harder to tell legitimate promotions from scams. This hurts reputable charities, direct mail marketers, financial institutions, investment brokers, and other businesses.

Often, an individual unwittingly chooses to become a victim of a con game by calling a 900 number in response to a postcard or television ad, handing over money to a complete stranger, or volunteering a credit or phone card number. It is not easy to say no to con artists, who invariably are extremely persuasive, aggressive, and intelligent. They take advantage of the credibility that is associated with newspapers, television stations, and the U.S. mails.

People always think that con games happen to someone else, that they are too smart to fall for a scam. Nevertheless, it is possible to reduce substantially the risk of being taken. Public education can raise awareness about popular frauds; alert consumers on how to distinguish fraudulent schemes from legitimate businesses, charities, and promotions; and persuade victims to report this crime.

According to various estimates, persons 65 and older constitute up to 30% of all fraud victims, although they make up just 12% of the population. However, anyone can be scammed. "Society has come to view those who fall prey to confidence criminals as either greedy, gullible, or brain dead, and culpable for their own victimization," notes Detective Dennis Marlock, an investigator with the Milwaukee Police Department. "This view is inaccurate. It can happen to anyone." Other police officers agree, noting that it often is the people who think they are too smart to fall for a scam who end up cheated.

Changing with the times

Con artists react to the times, putting new twists on their schemes. Fraudulent telemarketers have responded to increased consumer awareness by asking only for a credit card's expiration number; if they already know the account number, the expiration date is all that is needed to authorize a charge. One ghoulish scam promises big bucks through investments in life insurance policies on people who have AIDS. Recent immigrants are sold bogus vacation trips back...