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Scammers are leveraging deepfake technology to create convincing health and celebrity-endorsed ads on social media, targeting millions globally. Learn how to spot and avoid these deceitful scams, which have already cost millions in losses.
Social media has always been a hotspot for scam advertisements. Still, recently, cybercriminals have been creating especially deceitful ads using deepfake technology and the allure of celebrity endorsements to exploit unsuspecting individuals.
A recent investigation by Bitdefender Labs highlights a surge in health-related scam ads on major social media platforms like Facebook, Messenger, and Instagram. These scams commonly use AI-generated deepfake videos and images to market miracle cures and supplements. Over three months, researchers identified more than 1,000 deepfake videos and 40 fraudulent supplement ads targeting millions globally, from North America to Australia.
Scammers exploit the credibility of well-known figures to enhance their deceit. Notable personalities, including Brad Pitt, Cristiano Ronaldo, and Dr. Ben Carson, have had their likenesses misused to promote bogus health products. These ads often promise quick and miraculous cures for chronic conditions, preying on individuals’ desperation for effective treatments.
Deepfake technology has revolutionised the reach and effectiveness of these scams. Scammers significantly increase their credibility by creating highly convincing yet entirely fabricated endorsements from celebrities and medical professionals. This technological advancement enables fraudsters to tailor messages to specific demographics, making it more likely for individuals to engage with the content.
The sophistication of these deepfakes varies, with some being easily identifiable while others are nearly indistinguishable from genuine videos. This technological edge allows scammers to propagate their deceitful messages more effectively, posing a significant challenge for both individuals and platforms to mitigate these threats.
Martin Lewis, founder of MoneySavingExpert.com, has emerged as the most commonly misused celebrity in scam advertisements. Quite ironic since he does not endorse products in advertisements and any advertisement involving him is likely to be a scam.
According to Action Fraud data analysed by MoneySavingExpert, over 20 million pounds have been lost to scams featuring Lewis’s image in the past two years. Other high-profile figures like Taylor Swift, Elon Musk, and King Charles are also frequently impersonated in scam ads.
Lewis, who has repeatedly warned against these scams, emphasises the need for robust measures from tech companies and banks to combat this growing threat. “The new Government has promised to ensure that tech companies have a clear obligation, and a clear financial incentive, to work with banks to prevent scams, identify fraudulent transactions and support victims,” he said.
To protect against these pervasive scams, individuals should not be cautious about the content they engage with on social media but rather make it a habit to be extremely cynical regarding any link or advertisement. Key indicators of fraudulent ads are promises of miraculous cures, aggressive sales tactics, and endorsements from celebrities or medical professionals. Ads urging immediate action due to limited stock or time-sensitive discounts are also red flags.
Consumers are advised to research supplement companies and products thoroughly before making any purchases. Consulting with healthcare providers before taking any new supplements is crucial. Additionally, using security solutions with anti-phishing and anti-fraud features can help fend off malicious ads and websites.
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