AI deepfake video falsely endorses perfume using celebrity's likeness and voice
Deepfake technology was used to create a video showing British television personality Molly-Mae Hague endorsing a perfume product on TikTok. Hague publicly warned followers that the video was AI-generated after learning a fan had purchased the product based on the fake endorsement.
What happened
A synthetic media video circulating on TikTok falsely showed Love Island star Molly-Mae Hague endorsing a perfume product, using deepfake technology to recreate her likeness and voice.
Hague became aware of the video when a fan told her they had purchased the perfume based on the fake endorsement. She issued a public warning on her vlog on 20 July, explaining that the video was AI-generated and cautioning followers not to buy the product.
Reported impact
At least one consumer reportedly purchased the perfume product based on the fraudulent video endorsement.
Classification
Sources and evidence
Sources not yet published
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