Samsung is enhancing security awareness in the UK with a campaign aimed at encouraging Galaxy smartphone users to activate new anti-theft features included in the One UI 7 update. This initiative aligns with the UK Home Office’s goal to address the growing issue of phone theft, showcasing Samsung’s suite of tools designed to protect user data in high-risk scenarios. The campaign aims to reach over 40 million Galaxy users through a safety alert disseminated via the Samsung Members app and various other channels.
Additionally, the effort is backed by prominent advertising across locations such as Piccadilly Lights in London and public transport systems, as well as on social media platforms and video ads. The central message is clear: Galaxy phone owners who have updated their devices should activate Theft Protection now. Annika Bizon, Vice President of Mobile Experience at Samsung UK, emphasized the company’s commitment to ensuring customer safety and security while using mobile devices.
She noted that ongoing collaboration with industry partners is crucial to confronting the complexities of phone theft. The Theft Protection feature, a key element of Samsung’s security offerings, builds upon standard Android protections like Google’s Find My Device. It was first introduced with the Galaxy S25 series and is now becoming available to older models.
Key features include Identity Check, which requires biometric authentication in unfamiliar locations, and Security Delay, which delays biometric setting changes for one hour. Existing enhancements such as Theft Detection Lock, which employs machine learning to identify snatching motions, and Offline Device Lock, which secures devices without internet for extended periods, are also included. Users can remotely lock their phones and display custom messages, enhancing recovery options if their device is lost or stolen.
These security features are being rolled out to various Galaxy models throughout 2025. Samsung provides a comprehensive setup guide to help users activate these features, allowing them to track their devices and manage their accounts more effectively.