Martin Lewis, a consumer finance specialist, has warned that online deepfake fraud adverts could cause vulnerable people to lose money.
The viral Facebook advertisement shows Mr. Lewis endorsing an Elon Musk-backed investment plan in a video shot at his house. However, the clip was created by AI, which used deepfake technology to mimic the expert's voice and face using already-existing video and audio.
Martin Lewis tweeted
WARNING. THIS IS A SCAM BY CRIMINALS TRYING TO STEAL MONEY. PLS SHARE.
— Martin Lewis (@MartinSLewis) July 6, 2023
This is frightening, it's the first deep fake video scam I've seen with me in it. Govt & regulators must step up to stop big tech publishing such dangerous fakes. People'll lose money and it'll ruin lives. https://t.co/ZzaBELg1kg
It's
— Martin Lewis (@MartinSLewis) July 7, 2023
6yrs since we started seeing mass proliferation of scam ads
5yrs since I sued Facebook.
4yrs since they settled (for £3m to charity).
4yrs since the online harms white paper (still not law)
18mth since they agreed to inc scams in it.
1 day since first deep fake scam ad…
News
THIS IS A SCAM
— Good Morning Britain (@GMB) July 7, 2023
'We are in a dangerous dystopian future.'
Scammers are using an AI–generated 'deepfake' video of @MartinSLewis to convince victims to part with their money.
Martin has warned lives could be ruined unless this is stopped. pic.twitter.com/6LMAbTdC3w
What is Deepfake
A deepfake is a sort of fake media that uses deep learning and artificial intelligence (AI) to make videos and images that are highly realistic. "Deepfake" is a mix of "deep learning" and "fake."
Deepfakes use algorithms to examine and modify already-existing pictures, videos, or audio recordings of a person before superimposing or swapping out their features with those of another person. It might be challenging to distinguish between authentic and altered content because these algorithms can produce quite convincing results.
As deepfake technology advances, so does the need for better detection methods and legislation to protect individuals from the potential harm caused by its misuse.