Adults in the UK don't know where to go for advice when it comes to protecting themselves online or where to turn if they become victims of fraud.

New research from YouGov and CSID discovered that despite a massive government investment of £20m in 2014/2015 in this area, only 13 percent of British adults were aware of and 84 percent did not notice any promotion of Safer Internet Day 2016 when advertised in February. Results of the survey were gathered from over 2,000 UK adults.

Respondent's awareness of other similar organisations and campaigns were as follows: Citizens Advice (88 percent, 95 percent in the over 55s); The Information Commissioner's Office (17 percent); Action Fraud (16 percent); Financial Fraud Action UK (seven percent); and #SaveGelly (0.3 percent).

Over two thirds (67 percent) of respondents say that they are fairly concerned about the risks of identity fraud when using online services, and 21 percent are very concerned. Only a third (33 percent) were able to identify Cifas' purpose as an organisation. Less than a quarter of men (19 percent) and women (23 percent) said they stopped using an online service due to the concern of their data possibly being at risk of identity fraud.

“Our findings show that the Government, police, anti-fraud organisations and business leaders must face facts: the existing response to educating and protecting consumers at risk of cyber-crime is uncoordinated, ill-informed and utterly ineffective,” said Andy Thomas, managing director of CSID in Europe. “Greater education among consumers is needed, not only on the risks, but on the places that can help them be safer online, and act quickly when a data breach occurs or they suspect fraud. That is a responsibility that falls to the whole industry, not just the Government. We can all do more to inform and educate.”