Social Media Lottery Winner Scams on Instagram
How fraudulent Instagram direct messages claim recipients have won celebrity giveaways or social media lotteries, then extract fees and personal data to release non-existent prizes.
Part of: Social Media Lottery Winner Scams
Last reviewed: 9 June 2026
Instagram lottery winner scams take a distinct form compared to their Facebook counterparts: they are frequently framed as celebrity giveaways rather than official lottery winnings. An apparent DM from a celebrity account, a philanthropist, or a high-profile brand announcing that the recipient has been selected in a social media draw plays to the aspiration and parasocial relationships that Instagram is built on.
Celebrity impersonation on Instagram is a significant fraud vector because large numbers of accounts mimicking famous individuals exist on the platform. A DM from an account with thousands of followers, a profile photo matching a well-known celebrity, and a username close to the celebrity's real account can easily be mistaken for a genuine contact, especially by less experienced users.
The prizes offered in Instagram lottery scams are often calibrated to match the implied wealth level of the impersonated celebrity — large sums or luxury items that feel consistent with what that person might plausibly give away.
How this scam works on Instagram
A DM arrives from an account appearing to be a well-known celebrity, major brand, or philanthropist, announcing that the recipient has been randomly selected through a recent post or competition to receive a cash prize or luxury item. The message is enthusiastic and personalised.
To claim the prize, the recipient is directed to contact a 'claims manager' at a provided email address or phone number. The claims process collects personal details and then introduces a release fee, tax payment, or insurance deposit before the prize can be sent. Each payment prompts a further requirement.
The celebrity account making the DM is either an impersonator account or a hacked real account. The prize does not exist.
Common red flags
- Celebrity or brand DM announces you have won a prize without any prior competition entry
- Account sending the DM lacks the blue verification badge of the real celebrity or brand
- Username closely resembles a real celebrity but has minor variations such as extra underscores or characters
- Claiming the prize requires contacting a third-party claims manager via external email or phone
- Claims process introduces a fee, tax, or insurance deposit before the prize is released
- Each payment is followed by a further fee requirement
How to protect yourself
- Verify any celebrity giveaway by checking the celebrity's official verified Instagram account for the same promotion
- Legitimate celebrity giveaways never require winners to pay fees to receive their prize
- Report celebrity impersonation accounts to Instagram using the report function
- Do not provide personal details or payment to any claims process initiated through an Instagram DM
- Remember that no legitimate lottery awards prizes to people who did not enter
How to report it
- Report the fraudulent Instagram account using the three-dot report menu, selecting 'Pretending to be someone else'
- Notify the real celebrity's official team through their official website so they can report the impersonation
- File a report with the FTC at reportfraud.ftc.gov if money was lost
Frequently asked questions
Do celebrities ever give away money through Instagram DMs?
Occasionally real celebrities run public giveaways through their official verified accounts, but they do not privately DM individuals about random winnings or require fees to claim prizes. Any such DM from an unverified account is fraudulent.