Celebrity deepfake scam ads surge in 2024, ASA reports
The UK Advertising Standards Authority reported that deepfake and doctored images of celebrities in scam advertisements reached record levels in 2024, with scammers using images of political figures and celebrities to promote investment frauds and cryptocurrency schemes. The ASA increased alerts to platforms to remove such content, noting that AI-powered deepfakes are making these fraudulent ads increasingly convincing to consumers.
What happened
The Advertising Standards Authority (ASA) reported that fake adverts featuring celebrities and public figures made up the 'vast majority' of scam ad alerts it sent to platforms in 2024. Scam adverts often contained doctored or deepfake images of celebrities, including Prime Minister Keir Starmer, Chancellor Rachel Reeves, Stacy Solomon, and Strictly Come Dancing judge Anton Du Beke.
BBC presenter Naga Munchetty revealed she had found scammers using her image in scam ads linked to fake news stories about her. The ASA sent 177 Scam Ad Alerts to social media and other online platforms in 2024, up from 152 in 2023.
Reported impact
Many experts have warned that the rise of AI-powered deepfakes is making these adverts more convincing and therefore more dangerous to consumers. Scammers often promoted cryptocurrency, suspicious investment schemes and other activities through these fake ads.
Index analysis
Jessica Tye, regulatory project manager at the ASA, noted that scammers exploit public interest in celebrity gossip and current news stories, using fake stories about celebrities' downfall or endorsements to attract victims.
Governance controls
The ASA sent Scam Ad Alerts to social media and other online platforms to remove ads and take further action. X, formerly known as Twitter, was among the platforms that received multiple alerts from the ASA in 2024.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.