In this tech insight, we look at how hidden metadata (embedded in files, emails, images and documents) is increasingly being used by scammers to profile, deceive and attack UK businesses, and how firms can protect themselves.
What Is Metadata and Why Does It Matter to Businesses?
Metadata is often described as “data about data”. It is the invisible layer of information attached to digital content, i.e. emails, Word documents, PDFs, spreadsheets, photographs, that describes how, when and by whom the file was created. Most people only ever see the visible content, but underneath lies a wealth of additional detail.
For example, a photo shared externally might contain GPS coordinates and the type of device used. Also, a Word document may carry the author’s name, the company domain, editing history and even internal file paths. Emails include headers that record the sending IP address, the mail server used, and the route taken.
Therefore, as highlighted by these examples, this invisible data matters because criminals do not always need to break into a system to learn about it. Metadata provides them with an information-rich trail they can use to understand how a business operates, who works there, and what technologies are in place. For UK businesses already facing high levels of phishing and fraud, this exposure creates another avenue for attack.
How Scammers Exploit Metadata
– Mapping the Organisation
In the early stages of a cyberattack, reconnaissance is everything and metadata is a valuable source of intelligence, helping attackers map out how an organisation works. For example, email headers can reveal communication patterns between staff. File metadata can identify the software tools a business relies on. Author names, revision histories and internal folder structures point to job roles and responsibilities. All of this can help scammers to build a picture of the target before any overt intrusion is attempted.
– Spear Phishing and Business Email Compromise
Metadata turns generic phishing into precision-engineered deception. For example, fraudsters can use internal project names or document formats drawn from metadata to make their phishing emails look authentic. In Business Email Compromise (BEC) scams, where criminals impersonate senior executives or trusted partners, metadata-derived details lend credibility and increase the likelihood of success.
The scale of phishing in the UK highlights the danger. For example, the UK Cyber Security Breaches Survey 2025 found that 43 per cent of businesses suffered a cyberattack or breach in the past year, equating to around 612,000 organisations. Of these, 85 per cent identified phishing as the cause, making it by far the leading threat. Also, separate research by Visa reports that 41 per cent of UK SMEs suffered fraud in the last year, with phishing, invoice scams and bank hacks the most common methods.
– Document-Level Social Engineering
Documents uploaded to websites or sent externally can inadvertently expose staff names, revision histories and company systems. Attackers use these details to craft fake invoices, letters or reports that look convincing. Security firm Outpost24 has shown how document metadata can reveal usernames, shared drive paths and software versions, all of which can be weaponised in targeted scams.
Real-World Lessons from Metadata
Several cases over the past two decades show how metadata, often overlooked in day-to-day business use, can surface in ways that expose sensitive information or provide attackers with a clear advantage.
– Merck Vioxx Litigation. In a landmark legal case, Microsoft Word documents disclosed revision histories showing that negative clinical trial results had been deleted. While not a cyberattack, it underlines how damaging metadata can be when exposed.
– Public Document Reconnaissance. Researchers at cybersecurity company Outpost24 demonstrated how simple metadata inspection of public files can expose organisational hierarchies and IT systems, effectively handing attackers a blueprint for intrusion.
– Email Metadata Inference. Academic studies have shown how even anonymised email metadata can reveal relationships between employees, peak activity times and internal workflows, demonstrating the power of metadata even without direct content access.
The Bigger Picture
The 2025 Cyber Security Breaches Survey also revealed that ransomware incidents, though less common than phishing, doubled from 0.5 per cent to 1 per cent of UK businesses, affecting nearly 19,000 firms. Meanwhile, cyber-enabled fraud hit 3 per cent of businesses, with average losses of £5,900, rising to £10,000 when excluding zero-cost cases.
Visa’s SME research shows that fraud cost small firms an average of £3,808 each, while the UK’s National Crime Agency continues to highlight phishing and social engineering as dominant forms of cyber-enabled crime.
These findings illustrate how metadata sits at the heart of many of today’s most prevalent attacks. By offering a hidden but rich data source, it makes phishing easier to personalise and fraud more convincing.
Metadata’s Dual Role
It should be noted, however, that metadata is not always a liability. For example, investigators and compliance officers use it to verify documents, trace timelines and detect manipulation. Revision histories, for example, can prove when a file was altered, while consistent timestamps across files can support fraud detection.
The problem is that criminals are equally aware of this. Fraudsters often scrub or alter metadata to conceal tampering, complicating detection efforts. Shift Technology has noted that this deliberate scrubbing is now a common tactic to cover fraudulent activity.
For businesses, the challenge is striking a balance: retain metadata internally where it supports compliance and investigation, but ensure sensitive metadata is removed before documents are shared externally.
Practical Steps for Businesses
Thankfully, there are straightforward measures that both individual employees and organisations can take to reduce the risks posed by metadata exposure. For example:
User-Level Actions
– Remove metadata before sharing externally. Tools such as Microsoft Office’s “Inspect Document” or PDF sanitisation features can strip out hidden data.
– Use VPNs when remote working. This helps mask IP addresses that could otherwise be logged in email headers.
– Be wary of attachments. Metadata-driven spear phishing makes fraudulent documents look highly credible.
– Provide staff training. Employees must understand that even ordinary files can carry sensitive metadata that exposes the business.
Organisational Controls
– Enforce metadata hygiene policies. Configure systems to automatically remove sensitive properties from outgoing files.
– Conduct metadata audits. Regularly check websites, shared drives and repositories to ensure sensitive details are not exposed.
– Harden email systems. Configure Microsoft 365 and other platforms to minimise metadata leakage, anonymise IPs and encrypt communications.
– Preserve metadata for internal use. Maintain full records for audit, compliance and fraud detection, while ensuring only sanitised files leave the organisation.
What Does This Mean For Your Business?
Metadata has become one of the least visible but most powerful tools in the arsenal of cybercriminals. What appears to be an ordinary email or document can, in fact, provide scammers with all the intelligence they need to plan their next move. For UK businesses already contending with phishing, invoice fraud and cyber-enabled crime on a large scale, the risk is not theoretical but immediate. The figures from recent surveys underline the point that metadata is often the hidden enabler of attacks that are already costing firms time, money and trust.
The picture is complicated by the fact that metadata is also useful. Security teams, regulators and auditors depend on it to investigate wrongdoing and prove authenticity. Stripping it away entirely can weaken fraud detection and compliance efforts, while leaving it exposed can give criminals the information they need. This balancing act is one that every organisation, large or small, must now face.
For business leaders, the message is clear. Metadata management can no longer be treated as a technical afterthought. It must be factored into security policies, training programmes and compliance strategies. Firms that take proactive steps will not only reduce their exposure to scams but also strengthen their ability to investigate incidents and demonstrate resilience. Those that fail to act risk leaving themselves open to increasingly sophisticated fraud that leverages the very information they generate every day.
Beyond individual businesses, the issue has wider implications. For example, regulators, technology providers and law enforcement agencies all have a stake in how metadata is handled. The growing use of artificial intelligence in both cyber defence and criminal activity means metadata is likely to play an even larger role in the future. For the UK economy, where small and medium-sized enterprises form the backbone, raising awareness and embedding good practice will be crucial in reducing vulnerability across the board.