Deepfake video of Bulgarian news anchor used to promote fake hair product
A deepfake video of Bulgarian news anchor Nikolay Doinov was used to fraudulently promote a hair loss treatment product on social media. The synthetic video appeared authentic but linked to a suspicious website without legitimate business information, and social media platforms removed it after detection.
What happened
A deepfake video circulated on social media showing Nikolay Doinov, a news anchor and presenter of evening news for Nova TV in Bulgaria, promoting a hair loss treatment lotion purportedly made from herbs grown in the Rhodope Mountains and priced at 15 euros per bottle.
The synthetic video appeared completely authentic, featuring the anchor's voice, facial expressions and gestures as he described how the product had thickened his hair. The video linked to a website lacking official product information, manufacturer details, return conditions, or company contact information.
Reported impact
Some social media users believed the advertisement and stated their intent to purchase the product. The fraudulent product page directed users to enter personal information for ordering without proper verification or business details.
Index analysis
According to experts, the video was a deepfake—content that appears realistic but was entirely generated through artificial intelligence. Other Bulgarian public figures including Tsvetanka Rizova and producer Maghi Halvadzhiyan were reportedly targeted with similar fake video advertisements.
Governance controls
Social media administrators detected the fraud relatively quickly and removed the video. It was unclear whether actual sales were completed or whether a fraud report was filed.
Classification
Sources and evidence
Sources not yet published
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